Mobile User behaviour User experience

A little mobile data

I’m a last minute addition to an AIMIA forum on Tuesday morning looking at the Digital Customer Experience. The forum is focussing primarily on mobile.

In prepping the slides looking at in-museum and out-museum mobile experiences, I’ve dug up a little data that you may be intrigued by. If anything it reflects the type of online visitor we are attracting.

– 2% of Sydney-based traffic to the Powerhouse site is on a mobile device

– Sydney mobile users spend half the time on our site to their desktop/laptop counterparts

– surprisingly, when compared to other Sydney users they are 30% less likely to arrive via search

– but when they do search they are far more likely to search for specific travel-related information like “powerhouse museum parking” and “powerhouse museum opening times”

– 85% of mobile traffic is from iPhones and, shockingly, there are more iPad visitors than Android and Blackberry!

– as far as telcos go, 37.4% come from Optus, 19.2% from Vodafone, and 12.3% from Telstra

As you may know, we’ve had a mobile-friendly site up for quite a while now. There’s a vanilla version as well as marginally nicer iPhone version. Both have stripped down architectures, reflecting the kind of interaction we’d expect from a mobile user (quick, task-oriented, information-focussed, visit-focussed).

Fortunately the usage data supports the stripped back interface, but it also is showing a willingness for mobile users to delve deeper into the non-mobile-optimised parts of our website too. 18% of Sydney mobile visitors venture into the rich content of The 80s Are Back section (it is also one of the primary exhibitions we have had on since December), 14% into the depths of the exhibition detail pages and 11% into additional detailed visit information. The high proportion of iPhone users means that the experience is not greatly degraded as a result of reaching unoptimised content.

Collection records – driven by our earlier QR and now, shortened URL experiments – represent about 4.1% of Sydney mobile views. Obviously for these to work beyond a core of aware-users they need significant in-gallery promotion and staff encouragement.

I’ll have more to say on Tuesday.