Digital Content Consumption: The Current Landscape

Ann Michael

ann.michael@deltathink.com

Twitter: annmichael

Copyright 2013 Delta Think, Incorporated

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Overview

• A Brief Background• Dealing with Diversity• Understanding User Expectations &

Experience Gaps• Managing the Challenges

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A BRIEF BACKGROUNDThe Current Landscape

In the beginning (well not quite the beginning)

There was print ….

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Photo from: http://www.howstuffworks.com/arts/literature/oldest-book-in-the-world.htm

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…and the print went digital

At first print products were “poured” into digital form

— Looked like print— Acted like print (but with some missing features!)— Nothing all that new or revolutionary

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…and the digital form evolved

Digital products started to differ from print— Multimedia— Search & discovery— More web appropriate formats— Interaction/community— Richer linking and interoperability

… and let’s not forget mobile!

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…as digital continues to evolve

So do the challenges around supporting— New content and delivery formats— New channels— Unclear/evolving standards— Interoperability: between devices, within the

workflow, with other content/info sources

… and let’s not forget user expectations!

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…and the rate of change is increasing

• Historically, innovation focused on more efficient composition and print processes

• As technology enables faster iteration in content, hardware, and software development AND

• Strengthens the the customer’s voice in the process

• The rate of change keeps speeding up!

• Each new format, device, and user preference ramps up faster and faster…

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iPod vs. iPhone vs. iPad

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Another perspective

Each new technology…

• Forces publishers to make decisions­ Is this for us/our customers? And if so, when

(now, a little later, or much later)?

­ How likely is this to become a standard, a “bar of entry” or expectation?

­ How will this impact the customer experience?

­ How will it integrate with the people, processes, and tools/technologies we already employ?

­ How can we manage it? Internally/Externally. Do we have the expertise? Do we have the staff?

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Each new technology…

• Forces libraries to make decisions­ Is this a benefit for the institution? And if so,

when (now, a little later, or much later)?

­ Does it improve faculty, researcher, student experience?

­ How will it integrate with the people, processes, and tools/technologies we already employ?

­ How can we manage it? Internally/Externally. Do we have the expertise? Do we have the staff? Do we have the budget?

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DEALING WITH DIVERSITYThe Current Landscape

Diversity: Content types

• What is the best way to:­ Make an argument?­ Introduce a concept?­ Get tenure?­ Advance scholarly findings?­ Get feedback?­ Enable discovery?

• What device is the best medium for various content types?

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Classic monograph

Image: http://openreflections.wordpress.com/2009/02/01/highlights-of-ape-2009-%E2%80%93-day-2/

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Short form (ex. Kindle Singles)

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Journal article

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Shortest form!

Diversity: Users

• Researchers, Practitioners, Students, Faculty, Recreational

• Different uses drive different requirements• Yet often the same/similar content types

and formats are used to fulfill diverse needs­ Do they require different formats? Applications?­ Is content created in a way it can be repurposed

and/or reused?­ Is it tagged for effective discovery? If so, at what

level of granularity?

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Diversity: Devices

• The proliferation of mobile is a fact• “Operationalizing” mobile is a challenge

­ Web optimized vs. native apps vs. web apps­ What’s hot? Responsive design

• The uses of mobile are still emerging­ Lean back vs. lean forward­ Findable vs. discoverable – which is more

important on a mobile device?

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Diversity: Devices

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What’s next?

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USER EXPECTATIONS & EXPERIENCE GAPSThe Current Landscape

User expectations

• Driven by the consumer market• Increasing with digital experience • Infinite customization & personalization

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“We shape our tools and afterwards our tools shape us.” —Marshall McLuhan

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What do users want?

• Frictionless use (tension with DRM)• 24/7 access on device of their choice• Functionality that supports their uses:

­ Annotation/shared annotation­ Cognitive mapping (still best in print)­ iPad/e-reader availability­ Device interoperability

• Interlibrary loans/sharing• Enhanced discoverability

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Why are these needs difficult?

• Does reducing friction and enabling sharing increase publisher risk?

• Can libraries place licensed content on their own internal (and 3rd party) platforms?

• Does the functionality users require demand stable and unilateral standards?

• Cognitive mapping – how can that be done on an electronic device?

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And if this all seems hard now…

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Keeping up with the curve

• AnalyticsWhat are users doing with content now?

• WorkflowWhat do they need to do?

• UI/UXHow can we help them?

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What’s next?

• Speakers today will dive into some of the issues raised here

­ Trends in eBook use and acceptance­ Fostering use in the mobile environment­ Enabling content sharing, annotation & review­ Usability & sustainability and­ Resolving the tensions created

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THANK YOU!

Ann Michael

ann.michael@deltathink.com

Twitter: annmichael