Diving into the Mobile Market

Diving into the Mobile App World Peter Lipscombe Friday March 1st, 2013 Ontario Cycle Tourism Forum

Waterfront Regeneration Trust

Presentation Topics • • • • • •

Why Mobile website and Apps?

Why they matter to Cycle Tourists Purpose of a Mobile Website Mobile Website vs Native Apps Operating systems App Functions and Examples

Waterfront Trail Maps

Detail maps for the Waterfront Trail •show the route •two scales for areas of different sizes •alert boxes inform people about trail conditions •regional routes shown (not with mileage)

April 2011

Waterfront Regeneration Trust

4

Picture of Bike Show

Why Mobile Apps?

• Average age of people buying paper maps is 56 • ½ of local searches are originating from Mobile users • The way people are using the internet is changing • Most users expect to find the info they’re looking for in < 12 seconds

2002

2004

2009

2004

2009

2013

Overview 72.83%

02:13

:02:13 (0.00%)

54.19%

% of visits: 100.00% Site Avg: 72.83% (0.00%)

Site Avg: 54.19% (0.00%)

Mobile Users of Waterfront Trail Website Explorer

Site Usage

Visits

Contribution to total: Visits

034

85.36%

064

14.64%

3 Google

Nov 1

Visits

200

100

December 2012

Visits

January 2013

Pages / Visit

February 201

Avg. Visit Duration

% New Visits

14,098

2.71

00:02:13

72.83%

% of Total: 100.00% (14,098)

Site Avg: 2.71 (0.00%)

Site Avg: 00:02:13 (0.00%)

Site Avg: 72.83% (0.00%)

Mobile (Including Tablet)

Visits

Visits

Rows 1 ­ 2 of 2 1.

No

12,034

85.36%

2.

Yes

2,064

14.64%

Contribution to tot

Waterfront Regeneration Trust ­ http://www.waterfronttrail.org

Waterfront Regeneration Trust [DEFAULT]

Nov 1, 2012 ­ Feb 26, 2013

Traffic Sources Overview % of visits: 100.00%

Overview

Visits 200

100

December 2012

January 2013

February 2013

14,098 people visited this site 44.86% Search Traffic 6,325 Visits

26.88% Referral Traffic 3,790 Visits

28.23% Direct Traffic 3,980 Visits

0.02% Campaigns 3 Visits

Keyword

Visits

1. (not provided)

1,849

% Visits

2. waterfront trail

633

3. waterfront regeneration trust

155

2.45%

4. waterfronttrail.org

142

2.25%

5. waterfront trail toronto

78

1.23%

6. toronto waterfront trail

62

0.98%

7. martin goodman trail

51

0.81%

8. waterfront trail map

48

0.76%

9. lake ontario waterfront trail

42

0.66%

10. waterfront trail ontario

42

0.66%

29.23% 10.01%

Why Mobile Information matters to Cycle Tourists?

• • • •

Mobile Travel light Want local information Overcome infrastructure constraints – Cheaper than physical signage

• Takes advantage of handheld navigation tool

Purpose of Mobile Website • Make information easily accessible on mobile format • Present information succinctly and quickly • Marketing opportunities – Sharing of information – Push notifications for events, specials – Local deals

Mobile Websites

Sources of Users • Waterfront Trail App – Organic searches for Waterfront Trail – Referrals from other sites – Referrals from physical locations – Direct Traffic

• Tourism based websites – Facebook Page – Print Ads – Social Media

Waterfront Regeneration Trust

Photo Credit: Martin Reis, I Bike TO

App Development Information

Standard Website

Mobile Friendly

App Development Information

Standard Website

Mobile Friendly

Native App

Mobile Website (HTML 5)

Native App

Mobile Website

iPhone, Android, Blackberry

Opens in phone’s browser

• Advantages – Stored on users phone, easy to return to – Can access more functions (push notifications) • Disadvantages – Need to develop for each platform – Expensive to develop and maintain – Download from App Store – barrier to entry

• Advantages – Works across platform – Easily updatable

• Disadvantages – Can be slower to use – Not available for download in iTunes or Play store

App Development Information

Standard Website

Mobile Friendly

Your Org.com

Mobile Website (HTML 5)

Native App

Android App

iPhone App

Blackberry

App Download by Operating System - Worldwide

Reference: http://venturebeat.com/2011/10/11/whos-counting-mobile-app-datashows-how-android-app-downloads-are-overtaking-the-iphone/

0:01:45

00:02:13 (­20.49%)

77.91%

61.92%

Site Avg: 72.83% (6.98%)

Site Avg: 54.19% (14.26%)

Operating System – Waterfront Trust Website

Visits

1,642

79.55%

352

17.05%

66

3.20%

3

0.15%

1

0.05%

013 Google

Contribution to total: Visits

Rows 1 ­ 5 of 5

Information

Standard Website

Your Org.com

Android App

Mobile Friendly

Mobile Website (HTML 5)

Native App

iPhone App

Blackberry

Development Options • Custom vs Off-the-Shelf products • Wide range of price points – $15,000 - $100,000 +

• Offer products for existing apps – Map my ride – GPS based rides – Avenza

Map My Ride

Functions • Maps – show routes – Could overcome infrastructure shortcomings

• Highlight local businesses – Hotels – Restaurants – Services

• Social Networking • Feedback, marketing opportunities

Discover Ottawa

Discover Ottawa

Ontario Trails Council

War of 1812 - Historical Interpretation

App Examples •

Route of 1812 App – –

•

Ontario Trails Council – –

•

iPhone and Android app http://www.discoverthecityofottawa.ca

Ontario Federation of Snowmobile Clubs Interactive Trail Guide – –

•

Native iPhone App https://itunes.apple.com/ca/app/otc-mobile/id553713070?mt=8&ls=1

Discover Ottawa – –

•

HTML5 based app http://1812.myweeverapp.com/

Available on iTunes, Google Play and Blackberry App World http://www.ofsc.on.ca/trail-status.html

Sustrans UK – National Cycle Network – –

Available on iTunes and Google Play http://www.sustrans.org.uk/what-we-do/national-cycle-network/national-cycle-network-app

Conclusions • We should be looking to make online information mobile friendly • Many ways of accessing information – Mobile websites, apps,

• Cost effective ways to become mobile friendly • Integrate cycle tourism info into all avenues

Working Group on Mapping Apps • Waterfront Regeneration Trust lead informal working group • Sharing ideas on mapping, vendors, development • Best practices • Email pl@wrtrust.com

Questions?