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UKSG 34th Annual Conference3,4,5th April 2011
Christian BoxSenior Publisher R&D, IOP [email protected]
Driving usage – what are Publishers doing to evaluate and promote usage?
How (and why) do we evaluate usage?
About IOP Publishing IOP Journal Platform
67 Journals covering Physics and related subject areas
30 IOP Journals - 37 Partners Journals
450k articles 1874-2011 22m Full-Text Downloads in 2010
IOP Magazines 3 Magazines Flagship magazine - Physics World 6.5m Page Views in 2010
Why do we analyse usage?
Methods of analysis
Reporting and Management Information - UsageUnderstanding our content
Individual usage “events”
Wide range of stakeholders
Highly visual – Data visualization techniques
Use standards to allow comparison
Combine usage data across all portfolio
Evaluating scientific landscape
Journals Usage Performance DashboardKey Metrics Downloads, Turnaways, Total Full-Text Requests, Cost per Download
Source of Traffic – Referrals by Search Engine, Science focused sites, A&I database, Social Media
Content Year – Usage Half-Life, How current is research?
High and Low Download Articles – Identify high and low interest areas
Subject areas – PACS, MSC, INSPEC Codes. Identify high and low interest areas
Customers – Registered customers vs. Unregistered. Top downloading customers
Geography – Usage by Country and Region
Raw Data
Visualising the Scientific Landscape
What is Web Analytics?Understanding our users
Richer view of user behaviour
Understand traffic in terms of Views, Visits and Visitors
Map routes to content
Measure effectiveness of campaigns and technological changes
Optimize user-experience
Custom metrics
Train of thought analysis
NetInsight Data-Model Extension
Traffic DashboardVolume Index – Overall Traffic
Loyalty Index – How regularly do visitors return
Duration Index – How long do users stay on the site
Click-Depth Index – How many pages do visitors view per visit
Social Media Index – Volume of traffic from Social Media
Mobile Browsing – Volume of traffic from Mobile devices
v Duration Index Nov-10 Dec-10 J F M A M J J A S O N D
m % of Visits Didn't Stay 46.3% 44.6% -3.7%
m % of Visits less than 1 minute 25.1% 25.3% 0.8%
m % of Visits between 1 - 5 minutes 15.2% 15.6% 2.6%
m % of Visits between 5 - 15 minutes 8.4% 9.0% 7.1%
m % of Visits between 15 - 30 minutes
3.4% 3.8% 11.8%
m % of Visits between 30 minutes - 1 hour
1.1% 1.3% 18.2%
m % of Visits over 1 hour 0.4% 0.4% 0.0%
m Average Visit Duration (seconds) 172 189 9.9%
x Click-Depth Index Nov-10 Dec-10 J F M A M J J A S O N D
m % of Visits up to 2 Page Requests 68.1% 66.6% -2.2%
m % of Visits 3 - 4 Page Requests 16.9% 17.4% 3.0%
m % of Visits 15 or more Page Requests
2.5% 2.8% 12.0%
m Average Number of Page Requests per Visit
4 4 0.0%
m % of Visits 5 - 9 Page Requests 9.9% 10.5% 6.1%
8.0%m % of Visits 10 - 14 Page Requests 2.5% 2.7%
Extended Metrics Wider variety of Metrics
Bounce rate View:Visit Ratio New/Repeat Visitors Time on site
Referrer Visits Percent Total Visits to Site
View:Visit Ratio
Average Visit Duration
Bounce Rate Percent Total Number of Full-Text Requests
to Site
Percent Total Number of Full-
Text Downloads to Site
harvard.edu 89,419 3.70% 3:1 182 52.80% 4.70% 8.40%aps.org 12,131 0.50% 4:1 216 23.30% 0.40% 0.70%nih.gov 10,462 0.40% 3:1 105 14.10% 0.40% 0.50%isiknowledge.com 9,293 0.40% 3:1 172 13.10% 0.40% 0.70%wikipedia.org 7,200 0.30% 3:1 117 45.30% 0.10% 0.20%aip.org 3,693 0.20% 4:1 226 23.60% 0.10% 0.20%scopus.com 3,690 0.20% 3:1 162 16.50% 0.10% 0.20%scirus.com 3,532 0.10% 4:1 221 30.70% 0.10% 0.10%arxiv.org 2,528 0.10% 3:1 142 31.60% 0.10% 0.10%stanford.edu 2,452 0.10% 3:1 157 20.60% 0.10% 0.10%cas.org 2,260 0.10% 3:1 123 23.70% 0.10% 0.20%
Custom Metrics Number of visits that
contained a search
Route to Full-Text
Full-Text Download
1st Previous Page Type
2nd Previous Page Type
Path from landing Page type
Landing Page-Type
Next Page-Type
MastervisionUnderstanding our customers
Single view of the customerGreater customer insight and prospect identification
Identify relevant contacts for marketing and customer communications
Analyse unidentified usage“Understand who is not getting access”
How do we promote usage?
What do we use usage analysis for?
Search Engine Optimization• 47% traffic from Search
Engines - 95% Google• Richer traffic from science
specific search engines and A&I services
• 33 Abstract and Indexing services
Social Networking/Media Physics World
Twitter 8,510 Followers Followed by Anne Hathaway
New Journal of Physics Twitter 1,309 Followers
Difficult to track usage. Important to think about goals
Huge growth potential
Local language sites• Extend geographical
reach• Traffic is moderate but
growing
Mobile devices
Physics World Newsflash IOPscience express
Mobile Devices Since January 2010 28k
purchases of the IOPscience express or Physics World Newsflash apps
Physics World Newsflash nearly 10 times popular
Highest traffic from iPhone/Pod
Android and iPad growing
Web Traffic from Mobile DevicesIOPscience Physics World
Video Abstracts
Launched February 2011
Currently 29 articles
Since launch over 10,000 video views
Brand new content stream aimed at enhancing user experience
A ‘first’ for any physics journal
Video Abstracts
• Enable authors to go beyond the constraints of print to present their work
• Enhance a user's understanding and appreciation of an article through novel presentation
• Humanise the journal by including the researchers behind the work
Video Abstracts FeedbackA video abstract can add value and visibility to our work since
it is a quick and entertaining way (with a lot of room for creativity) to get an idea of the motivation and content of the paper.
Oriol Romero-Isart, Max-Planck-Institut für Quantenoptik, Germany
By featuring the people behind the science, video abstracts have the potential to convey inspiration and enthusiasm, and thereby the significance of scientific results, beyond the concise text of articles.
Achim Kempf, Waterloo University, Canada
Video Usage
• Number of video views
• Number of Minutes Viewed
Attention Span
What challenges lie ahead in terms of evaluating usage?
Challenges• Rate of Industry Change
• Niche areas of research
• Gaming/readership
• Primitive metrics
Current projects Usage Factor
http://www.uksg.org/usagefactors PIRUS2
http://www.cranfieldlibrary.cranfield.ac.uk/pirus2/tiki-index.php
MESUR Project http://www.mesur.org/MESUR.html
RIN E-Journals – Their use, value and Impact http://www.rin.ac.uk/our-work/communicating-and-
disseminating-research/e-journals-their-use-value-and-impact
