Taming the Mobile Landscape: Creating a framework to analyze mobile usage across library systems + services

2015 American Library Association Annual Conference Data-Driven Libraries: Capturing User Behavior Across Library Platforms

June 29, 2015 Megan Hurst, Director, EBSCO Open Web + Mobile Initiatives Dean Riley, Professor, Library Science + Systems Librarian, Houston Baptist University EBSCO Discovery Service Customer Eric Frierson, EBSCO Discovery Service Engineer Pradeep Deshpande, EBSCO Technical Product Manager, Open Web + Mobile Initiatives Chad Movalli, EBSCO Sr. Product Analyst

Taming the Mobile Landscape

Creating a framework to analyze mobile usage

across library systems + services

Mobile Glossary

Mobile Device – a handheld, portable computing device, with internet-connection capabilities Mobile App – an application that runs on a specific device which may not require an internet connection (works offline), and is available via App Stores (e.g. Google Play Store) Mobile Website – a website that has been tuned for a mobile display and touch-based navigation. An internet connection is required to access a mobile website. Responsive Website – a website that has been “tuned” to progressively disclose and stack user interface and content elements based on the computer or device screen size. Hybrid App – a mobile-optimized website that is paired with app functionality ranging from a simple “app-wrapper” allowing the site to be discovered and downloaded via app stores, or more robust functionalities, such as offline reading.

Power

Speed Battery life

Screen resolution

Responsiveness

Screen size

Screen type /resolution

Portability

Physical Interaction

Factors influencing mobile experience

Frequency of use

Activity/Task/

Purpose HABIT

EXPERIENCE TECHNOLOGY

Model: M. Hurst + Francis H.

Open Web Trends (United States): Computers vs. Mobile Internet Traffic, 2010-2015

Data Source: Global Stats: StatCounter GlobalStats http://gs.statcounter.com

95.88 92.72 88.04 79.79

67.89 63.49

4.12 7.28 9.89

13.68 23.19 26.55

2.07 6.53 8.93 9.96

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2010 2011 2012 2013 2014 2015

% Desktop % Mobile Phones % Tablets

YTD March

2015 Review of 100 Library Websites

•  Academic Libraries –  Almost 100% of colleges/universities had responsive websites –  Only ~50% of libraries had responsive websites –  Jarring mobile experience from many institutions’ main websites to

their library websites

•  Public Libraries –  < 50% had responsive websites

April 2015 Google “Mobilegeddon”

•  Google is “helping users find mobile-friendly pages”: http://googlewebmastercentral.blogspot.com/2014/11/helping-users-find-mobile-friendly-pages.html

•  Mobile-friendly websites are now ranked higher in Google mobile search results

•  Websites not optimized for mobile devices have lost their rank position in Google mobile search results

•  < 50% US library websites are mobile-friendly

Results of Google Mobilegeddon

83% of the time, the top result is mobile-friendly

81% of the time, the top 3 results are mobile-friendly

77% of the time, the top 10 results are mobile-friendly

EBSCO Discovery Service

mobile website statistics

iPad iPhone Google Nexus 7 Samsung GT-I9300 Samsung GT-N7100 Apple iPod Touch Amazon KFTT Samsung GT-I9505 Samsung GT-P5210 Samsung SM-G900V Samsung SCH-I545 Unknown Mobile Samsung SM-P600 Google Nexus 5 Samsung SGH-I337 Samsung GT-I9500 Samsung SM-T310 Samsung GT-P5110 Samsung SM-G900A Samsung SGH-M919 Amazon KFSOWI Samsung SM-T217S Samsung SM-N9005 Samsung SM-T210 HTC One Samsung GT-N5110 Samsung SM-G900T Verizon Ellipsis 7 Samsung SPH-L720 Samsung GT-I9305 Samsung GT-N8013 Samsung SM-G900F

Samsung GT-N8010 Samsung SM-T530NU Amazon KFTHWI Motorola XT1032 Samsung SM-T800 Samsung GT-N8000 Samsung GT-P5113 Samsung SM-N900T Samsung SM-N900A Samsung SM-T230NU Samsung GT-I9195 Samsung SM-G900P Samsung SGH-I747 Google E960 Nokia Lumia 520 Samsung SGH-I337M Samsung SM-N900V Samsung GT-I8190 Apple Unknown Mobile Samsung GT-I9100 Motorola XT1080 Samsung GT-N5100 Amazon KFOT Samsung GT-P3113 Samsung SM-P900 HTC One (M8) Amazon KFJWI Samsung SM-T530 Asus TF300T Samsung GT-P5100 Google Nexus 10 Samsung GT-P3110

LG VS980 Samsung SM-N900P Samsung SM-T110 Samsung SM-T330NU Sony C6903 Samsung SGH-I747M RCA RCT6103W46 LG D802 Samsung SM-T520 Samsung GT-I9190 Samsung Samsung SM-T900 Samsung SCH-I535 Samsung SGH-I537 Samsung SM-T320 Samsung SM-N900 LG VN530 Samsung GT-I8190L Motorola XT907 Samsung GT-N7105 Sony D6503 Samsung SM-T700 LG MS323 Sony C6603 Motorola XT1058 Samsung SM-G870A Samsung GT-P5200 Samsung SM-P605 HTC A8181 Motorola XT1033 Samsung SM-T211 Sony D5503

Motorola XT1031 RIM PlayBook Asus ME173X BlackBerry Z10 LG LS980 Samsung SGH-I497 Asus TF101 Samsung GT-P3100 Samsung GT-I8190N Samsung SCH-I605 Samsung SCH-I515 Samsung SM-N9000Q Samsung SGH-T599 Samsung GT-I9506 Samsung SCH-R970 LG VK810 LG LGMS500 T-Mobile D415 Samsung SM-G7102 Nokia Lumia 521 Samsung SM-G900W8 Samsung GT-I9082 Samsung SM-T805 HTC HTC6525LVW Samsung SM-P601 Motorola XT1030 Lenovo S6000 Samsung GT-P7510 Amazon KFAPWI Samsung SM-N900W8 LG D855 Samsung SM-T230

>4,ooo distinct mobile device types

visited EBSCO Discovery Service Q4 2014

Tesco HT7S3 Motorola XT1060 Acer A1-810 Nokia Lumia 630 LG P769 LG D801 Samsung GT-I8552 Samsung GT-S5360 Samsung GT-N7000 Nokia Lumia 625 Nokia Lumia 920 Samsung GT-S5830i Samsung GT-P7500 Asus TF700T LG VS985 4G Samsung SGH-I527 HTC HTC6500LVW Samsung SGH-T989 Samsung SM-T217A Samsung SM-T537A LG V410 LG E980 Samsung GT-S5830 LG D800 Zen Mobile M14 Samsung SM-G900H Lenovo B8000-F LG V500 Samsung GT-I8160 LG LS740 Samsung SM-P607T Samsung SM-G900I

EBSCO Discovery Service: Usage Statistics

All Mobile Device Web Sessions as a % of Total EBSCO Discovery Service Web Sessions, Jan 2012-Dec 2014

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%

4.00%

4.50%

0.73

%

0.71

%

0.71

%

0.73

%

0.83

%

0.91

%

0.98

%

1.65

%

1.23

%

1.19

%

1.09

%

1.05

%

1.60

%

1.52

%

1.45

%

1.35

%

1.46

%

1.61

%

1.65

%

1.93

%

1.94

%

1.78

%

1.54

%

1.52

%

2.02

%

1.91

%

1.81

%

1.53

%

1.70

%

1.59

%

1.65

%

1.88

%

1.93

%

1.87

%

1.55

%

1.49

%

0.62

%

0.49

%

0.48

%

0.44

%

0.52

%

0.57

%

0.68

%

0.92

%

0.92

%

0.87

%

0.85

%

0.89

%

1.40

%

1.13

%

1.10

%

1.05

%

1.19

%

1.34

%

1.41

% 1.

69%

1.75

%

1.60

%

1.58

%

1.63

%

2.11

%

2.05

%

2.35

%

1.84

%

1.91

%

1.83

%

1.88

% 2.

22%

2.44

%

2.33

%

2.53

%

2.73

%

non-iPad Mobile Usage iPad

EBSCO Discovery Service: % of Mobile Sessions by Device Maker

•  76% Apple •  56% Apple iPad •  19% Apple iPhone •  1% Apple iPod Touch

76%

8%

16%

66% 12%

23%

Apple Samsung Other

Q4 2013 Q4 2014

•  66% Apple •  51% Apple iPad •  15% Apple iPhone

“End-to-End” Library Mobile UX

Find Library website

Navigate library

website

Log on/Authen-

ticate

Know about library

resources online

Engage with library materials Repeat/Habituate

•  E-Commerce Statistics –  55-75% Abandonments –  3% Purchases

Each click and each new system introduces potential obstacles to user success

Recommended Best UX Practices

•  Memorable and “bookmarkable” URL (e.g. http://university.edu/library)

•  Mobile-responsive website

•  Simplicity of main library website - presents well on smaller device types

•  Simplicity of username and password credentials

•  “Large” buttons and forms that support touch-screen interaction

•  “Search everything” discovery search box on website home page

•  Ability to search and view results without logging in

•  “Mobile-friendly” EDS configuration – brief results list display

•  Simple user tutorials

•  Social media presence

•  Inclusion of mobile in library’s strategic plan


Navigate library

website

Log on/Authen-

ticate

Know about library

resources online

Engage with library materials

Repeat/Habituate

Goal: increase user success by eliminating obstacles


Navigate library

website

Log on/Authen-

ticate

Know about library

resources online


Repeat/Habituate



Navigate library

website

Log on/Authen-

ticate

Know about library

resources online


Repeat/Habituate



Navigate library

website

Log on/Authen-

ticate

Know about library

resources online


Repeat/Habituate


Houston Baptist University Library

Houston Baptist University (HBU)

•  Founded in 1963 •  40 undergraduate majors •  15:1 Students to Faculty

Moody Library at HBU

March 2015 –  60% Returning visits –  18% mobile (tablets + phones)

•  2.5% iPads

Moody Library at HBU Standard website (not mobile responsive)

53% used embedded EBSCO Discovery Service Search Box 1.8% were tablets

“Tap for Moody Mobile” links to mobile-optimized LibGuides website. < .5% visitors used link

>10% of users clicked “Find Books and Media”

Goal

“To understand our library users’ behaviors on mobile devices,

To hone our web services environment to

cater to their device and information needs”

Dean M. Riley Professor, Library Science + Systems Librarian

Houston Baptist University

Goals

•  Create and test a framework for analyzing mobile usage data across multiple systems

•  Inform a mobile UX strategy •  Inform website investment decisions •  Inform library instruction lessons

Research Questions

•  How important is mobile usage to overall library usage?

•  What are mobile users’ main goals when they come to the library website?

•  Can library users’ goals/behaviors be correlated to their device category / screen size?

•  Do small website changes impact mobile usage statistics?

Priority Metrics and Analysis Tools University Website

Library Website

LibGuides EBSCO Discovery Service

LinkSource Google Scholar Referrals

DEVICE CATEGORY Desktops / laptops vs. tablets vs. phones

Google Analytics

Google Analytics

LibGuides Analytics

Google Analytics EBSCO Statistics

Google Analytics (Future)

Google Analytics

ENGAGEMENT Session length by device category

Google Analytics

Google Analytics

LibGuides Analytics (TBD)

Google Analytics EBSCO Statistics


Google Analytics

LOYALTY New vs. returning users by device category

Google Analytics

Google Analytics

LibGuides Analytics (TBD)

Google Analytics


Google Analytics

Future Metrics / Data

•  Web Page View Count

•  Full Text Retrieval Count

•  Mobile Operating System

•  Searches

–  per Session

–  per device type or screen size

•  Keyboard usage

•  Engagement (e.g. reading online, highlighting, notetaking)

•  Authentication

Power

Speed Battery life

Screen resolution

Responsiveness

Screen size


Portability



Frequency of use

Activity/Task/

Purpose HABIT



Power

Speed Battery life

Screen resolution

Responsiveness

Screen size


Portability



Frequency of use

Activity/Task/

Purpose HABIT



small screen

high cognitive engagement

large screen

low cognitive engagement

Model: M. Hurst

small screen


large screen


scanning / skimming

editing / revising

long-form writing (with physical keyboard)

short-form writing

fact-checking / quick reference

gathering / bookmarking

prolonged reading

Model: M. Hurst

consumption consumption

creation / production

creation / production

small screen


large screen


Model: M. Hurst

small screen


large screen


Model: M. Hurst

Con

sum

e

C

reat

e

Next Steps for HBU

•  Normalize data from Google Analytics, LibGuides Analytics, EDS reporting

•  Create Excel document that aggregates multiple data sources into “dashboard” view

•  Analyze data over time

•  Answer, validate, refute, refine research questions

•  Use data to inform investment and web design decisions

•  Iterate!

Audience Questions

•  % mobile vs. total traffic at your library? •  % off-campus vs. on-campus students? •  % digital vs. print usage? •  Special considerations / programs /

trainings for mobile users? •  Trends/observations of mobile usage?

Thank you!

Megan Hurst Director, Open Web + Mobile Initiatives

[email protected] @MHzUX

RESEARCH TEAM

Dean M. Riley, Professor + Systems Librarian, HBU Research Partner / Customer

Eric Frierson, EBSCO Discovery Service Engineer

Google Analytics Implementation

Pradeep Deshpande, Technical Product Manager Heuristic Evaluation + Statistics Research

Chad Movalli, Sr. Product Analyst

EDS Statistics Research

Will Norris, Business Analyst Heuristic Evaluation / Review