The User’s Perspective

Sharon Grubaugh Synergistic Paradigms LLC

Presented at User Focus 2012 October 19, 2012

Mobile Apps versus Mobile Websites

Agenda Mobile Today The Mobile User – Case Studies The Mobile Traveler The Mobile Job Seeker

Mobile Apps and Websites The Business/Technology Perspective The User’s Perspective

Q&A

Mobile Today

Mobile Today General Smartphone usage 81% browse the Internet 77% search, 68% use an app, and 48% watch videos on their smartphone 72% use their smartphones while consuming

other media, with a third while watching TV 93% of smartphone owners use their

smartphones while at home

Source: http://googlemobileads.blogspot.com/2011/04/smartphone-user-study-shows-mobile.html

Mobile Today US Only 25% of mobile users are mobile only 25% downloaded apps are never used again 55% apple/android - $$ is the top factor

Usability of Mobile 64% success rate on mobile website 76% success rate on mobile apps

Mobile Today Mobile users reported a preference for mobile

browsers for virtually all mobile content. Games, music and social media only

categories prefer app than mobile web. Mobile users would rather fire up a browser

than a dedicated app.

http://www.urmobile.com

The Mobile User – Case Studies

The Mobile Traveler

The Mobile Traveler - Touchpoints

The Mobile Traveler

The Mobile Traveler PLANNING and BOOKING STAGES Top mobile flight-related activities while planning a trip: Checked airfare prices: 26% Looked up a phone number: 25% Checked flight schedules: 25% Researched airport information: 24% Received price alerts for flights: 19% Booked a flight: 18%

The Mobile Traveler DURING TRIP STAGE Travellers using a mobile device to check flight status: 2011: 30% 2012: 50%

Travellers using a mobile device to check in for a flight: 2011: 17% 2012: 30%

The Mobile Job Seeker

The Mobile Job Seeker

The Mobile User – Case Studies The Mobile User – Case Studies

Mobile Apps and Websites

The Business/Technical Perspective Mobile Websites Functionality: can be accessed quickly and easily. Usability: Accessible on any phone with a web browser Increasing the usability of the

website is essential; just because mobile websites can be accessed on any mobile device doesn't mean that users will want to access the website if it doesn't have a good design.

Discoverability: Mobile websites come up in web searches. Many mobile websites are also being accessed via social media websites and e-mail, so it is also important to divert users directly to the mobile site and not the standard version which can be more difficult to use, thus removing the convenience factor.

Mobile Applications Functionality: A major advantage of mobile applications is the specialized functionality that

they offer. Mobile apps can use the special features of a mobile device, such as GPS, camera, video or phone capabilities.

Usability: Apps have a much higher usability than many mobile websites and offer a more engaging and integrated experience with users. An advantage is guaranteed to work on each device

Discoverability: A big disadvantage of mobile apps is the fact that users must find them and then download and install the application. Apps can therefore be good for established brands with an existing customer base that will receive added value from the application.

Mobile App versus Web Southwest Airlines – Different User Experience

Mobile App versus Web Southwest Airlines

Mobile Apps vs Web Monster

Mobile Apps vs Web Monster

The User’s Perspective Important Factor’s in Decision to Build Mobile/Native App versus Mobile Website Context Cost Performance

Access Speed Connectivity

Usability Rich experience

Consistency Discoverability/Findability Usage Social/Cultural Functionality Relevance

Questions?