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?