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1. Volume 3, Number 9 • January 19, 2015
FROM THE PUBLISHER OF THE SEYBOLD REPORT ISSN: 2169-1150
Exploring the Use of the Mobile
Internet and Apps on Smartphones
In mid-December 2014, the Harris Poll organization conducted, on the behest of the Interactive Adver-
tising Bureau (IAB), an online survey of smartphone users. The questions related to how the respondents
use their phones to access the Internet or to download and use apps. In all, 2,030 adults ages 18 and
older responded; 1,103 of which are smartphone owners and 938 use mobile Internet on their phones.
Technology’s Impact on Workers
The Pew Research Center
On December 30, 2014, the Pew Research Center released the report involving the result of its Septem-
ber 2014 survey of 538 adults living in the United States who reported being employed full-time or part-
time. We found the Center’s report to be full of interesting results and are pleased to present a portion
of the report and the findings on the next few pages of this issue. We present at the end of the article
information on how our readers can obtain, without charge, a full copy of the 18-page report and other
reports on related topics also available from the Pew Research Center.
Briefly Noted: Recent Tweets
of Interest
The Latest Word
New vjoon K4 Release Adds
More Digital Asset Management
Capabilities
Evergage Introduces
SmartHistory
CapLinked Launches FileProtect
Acoustiguide Group Establishes
Consulting and Planning Firm
Ingram Content Group
Launches Ingram Construct
JKR Advertising and Marketing
Acquires NOW Digital
Kentico Software Releases
Kentico 8.2
Innovation Enterprise Releases
Agenda for Chief Digital Officer
Forum
Hearst Advertising Worldwide
Purchases ad DEPOT
Golfweek Launches Cross-
Platform Redesign
DIGITAL PUBLISHING

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Exploring the Use of the Mobile Internet and
Apps on Smartphones
In mid-December 2014, the Harris Poll organization conducted, on the behest
of the Interactive Advertising Bureau (IAB), an online survey of smartphone us-
ers. The questions related to how the respondents use their phones to access
the Internet or to download and use apps. In all, 2,030 adults ages 18 and older
responded; 1,103 of which are smartphone owners and 938 use mobile Internet
on their phones.
The findings of the survey present a rare glimpse into a key aspect of mobile
phone usage: apps versus mobile Internet. As publishers continue to try to con-
trol budgets and invest resources wisely, many are asking whether they should
invest money in app development or place content on Web sites and, further, if
they should invest in making separate mobile-optimized sites. Thus, any objec-
tive information which can aid publishers in making these types of decisions is
important to review.
We are pleased to present some of the findings from the study in this article, and
we thank the IAB for granting permission to present selections from the report in
this newsletter. The remainder of this article presents a summation of the study’s
introduction, some of the key findings, analysis, and conclusion. We edited por-
tions of the material extracted from the report for presentation in this article in
order to make the material fit the space and conform with our editing styles.
Report Introduction
Mobile Internet use is divided into two modes: browsing the mobile Web and
using mobile apps. Many kinds of content or service can be provided or accessed
equally well via either app or mobile Web. However, some are available exclu-
sively one way or the other.
Media companies, agencies, and marketers face some confusion regarding
whether they should focus their strategies predominantly on apps or mobile
Web. At the simplest level, many measurement firms report mobile Internet us-
age gravitates very heavily toward mobile apps, and so a naive view emerges
apps have somehow won, and the mobile Web is unimportant.
This conclusion overlooks the important role mobile Web sites play in people’s
total mobile Internet experiences. In practice, in daily use of the mobile Internet,
consumers make use of apps and mobile browsing, trading off based on expedi-
ency and personal preference.
Perception versus reality for app versus mobile Internet use by smartphone us-
ers is examined in the IAB survey and report.

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Key Findings
As the first graphic in this article indicates, only 18% of mobile Internet users per-
ceive their usage as skewing heavily toward apps. However, many respondents
reported using about, or the same, amount of time using apps and the mobile
Internet.
For some important content types, app and Web usage is very balanced: 42% of
mobile Internet users prefer mobile Web for search, and app-Web preferences
are balanced for shopping, news, and local directory information. Moreover, app
usage can actually be mobile Web use: 52% of smartphone owners say they tap
links in mobile apps which take them to Web articles they want to read some-
times or more frequently.
Search and social media are important as the new front doors to mobile Web
content: 54% of mobile Internet users cite searching (for topics or publications)
as a primary way they find Web sites they visit, while 29% cite word-of-mouth,
and 26% cite links in social media.
Ease of Use Helps Drive Behavior
The IAB asked mobile Internet users who said they spend more time using mo-
bile apps to explain their preference for mobile apps:
64% said apps are more convenient, and 62% said apps are easier to use.
Those who said they spend more time browsing the mobile Web had dif-
ferent reasons: 49% said they wanted to avoid paying for apps, and 42%
said using a browser is easier than using apps.
The IAB’s conclusion is “people are pragmatic about their mobile Internet use,
opting for convenience and ease to accomplish any given task. Sometimes the
convenient path will lead to an app, and sometimes it will lead to a mobile Web
site. So, consumers split their usage.”

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Report Conclusions
United States mobile Internet users’ perception of their usage of apps and
mobile Web sites differ from the time spent data.
For mobile Internet users, ease and convenience help dictate a preference
for apps and mobile Web browsing. These factors can nudge people to-
ward either mode, depending on the task at hand.
Marketers should follow the lead of mobile consumers and adopt a prag-
matic attitude toward the two modes of mobile. Including both in media
plans will help to maximize chances of achieving target reach and fre-
quency goals for a campaign.
Media companies must adapt their mobile Web strategies to a world
where search and social are vital points of access—while also encouraging
old fashioned person-to-person sharing and even word of mouth.
About The IAB Report
As noted earlier, this article presents only a portion of the material found in the
complete survey report. The complete survey report is available online at no
charge at the IAB Web site: www.iab.net.
About the Interactive Advertising Bureau
The Interactive Advertising Bureau empowers the media and marketing indus-
tries to thrive in the digital economy. The organization’s member roster includes
more than 650 leading media and technology companies responsible for selling,
delivering, and optimizing digital advertising or marketing campaigns. Together,
they account for 86% of online advertising in the United States.
Working with its member companies, the IAB evaluates and recommends stan-
dards and practices and fields critical research on interactive advertising. The or-
ganization is committed to professional development, elevating the knowledge,
skills, and expertise of individuals across the digital marketing industry. The IAB
also educates marketers, agencies, media companies and the wider business
community about the value of interactive advertising. Founded in 1996, the IAB
is headquartered in New York, New York. DPR

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6. 6↵ HOME
On December 30, 2014, the Pew Research Center released the report involving
the result of its September 2014 survey of 538 adults living in the United States
who reported being employed full-time or part-time. We found the Center’s re-
port to be full of interesting results and are pleased to present a portion of the
report and the findings on the next few pages of this issue.
We present at the end of the article information on how our readers can obtain,
without charge, a full copy of the 18-page report and other reports on related
topics also available from the Pew Research Center.
Summary of Findings
The Internet and cell phones have infiltrated every cranny of American work-
places, and digital technology has transformed vast numbers of American jobs.
Work done in the most sophisticated scientific enterprises, entirely new tech-
nology businesses, the extensive array of knowledge and media endeavors, the
places where crops are grown, the factory floor, and even Mom-and-Pop stores
has been reshaped by new pathways to information and new avenues of sell-
ing goods and services. For most office workers now, life on the job means life
online.
Pew Research surveyed online a representative sample of adult Internet users
and asked those who have jobs a series of questions about the role of digital
technology in their work lives. The survey results are not a sample representative
of all workers; the survey covers online adults who also have full– or part-time
jobs in any capacity.
The most recent survey data from Pew Research in late 2014 shows 94% of job-
holders are Internet users and they work in all kinds of enterprises from technol-
ogy companies to non-technology firms—from big corporations to small propri-
etor operations—and from those in urban areas, farms, and places in between.
Technology’s Impact on Workers
The Pew Research Center
The report we used as the basis for this article is a collaborative effort
based on the input and analysis of Kristen Purcell, Research Consultant,
Internet Project and Lee Rainie, Director, Internet, Science and Technology
Research. The full 18-page report, published in December 2014, is entitled
Technology’s Impact on Workers and is available at: http://www.pewInter-
net.org/2014/12/30/technologys-impact-on-workers/. There is no charge
to access or read the report, nor is registration of any kind required.

7. 7↵ HOME
Some of the key findings are highlighted below.
E-mail and the Internet are deemed the most important communications
and information tools among online workers.
The high value of e-mail comes despite the challenges of the past genera-
tion, including threats like spam and phishing and competitors such as
social media and texting.
Surprisingly, landline phones outrank cell phones for these Internet-using
workers.
Social media is very low in importance.
In this sample, e-mail and the Internet are particularly important to adults
who work in traditionally white collar, office-based occupations such as
professionals, executives, managers, business owners, and clerical work-
ers.
E-mail and the Internet are also critical for the 59% of employed online
adults who take their jobs outside of the physical boundaries of the work-
place at least occasionally.
What is potentially surprising is even in the face of constantly evolv-
ing forms of digital communication, potential threats such as phishing,
hacking and spam, and dire warnings about lost productivity and e-mail
overuse, e-mail continues to be the main digital artery workers believe
is important to their jobs. Since taking hold a generation ago, e-mail has
not loosened its grip on the American workplace.
While commentators worry digital tools can be a distraction in the work-
place, many online workers say this is not the case when it comes to their
productivity.
Just 7% of working online adults feel their productivity has dropped be-
cause of the Internet, e-mail and cell phones—46% feel more productive.

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Asked about a variety of impacts, notable proportions of these workers
say the Internet, e-mail and cell phones:
-- Expand the number of people outside of their company they commu-
nicate with—51% of these Internet-using workers say this.
-- Allow them more flexibility in the hours they work—39% of online
workers say this.
-- Increase the amount of hours they work—35% of online workers say
this.
Each of these effects is felt more among Office-Based workers than
among traditionally blue collar, Non-Office-Based employees.
Bosses are adapting, too. Employers are likewise changing practices re-
garding employees’ use of the Internet. Just under half of those surveyed
say their employer blocks access to certain Web sites (46%) and has rules
about what employees can say or post online (46%).
The latter figure has more than doubled since Pew Research began asking
about company rules about employees’ online presentation in 2006.
Blocked access to Web sites and rules about employees’ online postings
are more common for those working in Office-Based professions.
In contrast, among workers in traditionally Non-Office-Based professions
such as service, skilled and semi-skilled positions, fairly high percentages
say they are not sure if their employer controls employees’ Web site ac-
cess (29%) or has rules about what employees do online (35%).
About the Survey
The analysis of the survey results presented in the Pew Research Report entitled
Technology’s Impact on Workers is based on an online survey conducted Septem-
ber 12-18, 2014 among a sample of 1,066 adult Internet users, 18 years of age or
older who live in the United States.

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The survey included 535 adults employed full-time or part-time; their responses
form the basis of the report. The survey was conducted in English by the GfK
Group using KnowledgePanel, its nationally representative online research panel.
Sampling error for the sub-sample of 535 working adults is plus or minus 4.9
percentage points at the 95% level of confidence.
About The Pew Research Center Report
The full 18-page report is part of a sustained effort throughout 2014 by the Pew
Research Center to mark the 25th anniversary of the creation of the World Wide
Web by Sir Tim Berners-Lee.
There are two parts to this series of reports. One group of findings relates to the
current state of the Internet in American society. This report was published in late
December 2014.
One previous report noted the growth in adoption of digital technologies since
the mid-1990s. It also noted the overall positive views online Americans have
about the role of the Internet in their lives and in the broader society. Another
report examined the degree to which Americans feel better informed and learn
new things thanks to the Internet. And this report looks at what Internet users
know about technology and the Web.
The other part of the research is a series of reports exploring the future of the In-
ternet and its potential social, political, and economic consequences. These other
reports can be found at http://www.pewInternet.org/the-web-at-25/.
The report which we used as the basis for this article is a collaborative effort
based on the input and analysis of Kristen Purcell, Research Consultant, Internet
Project and Lee Rainie, Director, Internet, Science and Technology Research.
About the Pew Research Center
The Pew Research Center is a nonpartisan fact tank which strives to inform the
public about the issues, attitudes and trends shaping America and the world. The
Center does not take policy positions, but does conduct public opinion polling,
demographic research, media content analysis, and other empirical social sci-
ence research.
In addition, the Center studies United States politics and policy views; media and
journalism; Internet, science, and technology; religion and public life; Hispanic
trends; global attitudes and United States social and demo-graphic trends. All
of the Center’s reports, including the Technology’s Impact on Workers report, are
available at www.pewresearch.org. Pew Research Center is a subsidiary of the
Pew Charitable Trusts.
Our Take
In the same week the Pew Research Center released the technology impact re-
port, Coca-Cola made headline news in the United States by announcing the
company would dispense with voice mail for most of the people working at its
Atlanta, Georgia headquarters as well as at a nearby technology center.
Details remain sketchy on what the company thinks will replace the sound of
people’s voices, but we bet it is some combination of e-mail, text messages, and
perhaps desperation—which may lead to the wider spread use of fax technology
and carrier pigeon.
According to news reports, some 6% of workers at the company’s headquar-
ters opted to retain their voice mail technology. We wonder how many of them,
though, would have opted to surrender their e-mail accounts.
Given the results of the Pew Research Center survey, we think only a small per-
centage would want to work without e-mail. Certainly, the more mobile a com-
pany and its workers are, the more important e-mail and other technologies
mentioned in the report become, which is why we chose to present some of the
findings from the report to readers of this newsletter. DPR

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Cognizant @Cognizant Anatomy of a perfect multiscreen #VideoDelivery
solution: http://cogniz.at/1xvVTgS #Multimedia
Adobe DPS @AdobeDigitalPub Sales enablement has changed, and we’re
helping you keep up with #AdobeDPS: http://bit.ly/1ElXAPc
PBS MediaShift @PBSMediaShift E-Books Self-Publishing Roundup,
January 20, 2015 http://bit.ly/1unQUzA
Publishers Weekly @PublishersWkly Bookmate Offers 200,000 E-books in
English http://pwne.ws/1ElXAi3
CMO.com @CMO_com Predictive analytics is the new black in 2015.
http://cmo.cm/1DYZ8kA #FromTheField @JWadler @LeapfrogOnline
Mashable @mashable If you like doing real work on your tablet instead
of playing Candy Crush, HP’s new lineup might be of interest. http://
on.mash.to/1BzLpzT
Adobe DPS @AdobeDigitalPub 76%. That’s how much mobile app usage
grew last year. Read all about it @techcrunch: http://bit.ly/1DYMYZ4
The Bookseller @thebookseller “The traditional Christmas sales spike
has ‘all but’ disappeared.” @PhilipDSJones’ column at @TheFutureBook
http://ow.ly/HE9Of
Joan Heilmann ‫‏‬@ebookPR How to Prep Your e-Book for Maximum Suc-
cess https://plus.google.com/113.988.1017943.707.08359/posts
Adobe DPS @AdobeDigitalPub Will 2015 be the year of online-offline
marketing integration? http://bit.ly/1EgHeqV via @emarketer
YUDU Media @YUDU From the archive: Digital Textbooks: Interactiv-
ity and DRM – The two most important aspects – http://ow.ly/HyLo2
#Bett2015
MAGetc @magetcetera Report: Apple May Be Creating a Stylus for the
Rumored #iPad Pro http://is.gd/3CmC3h
The New Republic @tnr 92% of college students prefer reading print
books to e-readers, according to one international study http://on.tnr.
com/1zfupOA
Digital Book World @DigiBookWorld Introducing the report based on
the 2015 Author Survey: The Author-Publisher Relationship in a Changing
Market http://bit.ly/14F66vF #DBW15
PBS MediaShift @PBSMediaShift President Obama’s student-data-privacy
proposal gets wary industry reaction (@BenjaminBHerold via @EdWeek-
EdTech) http://ow.ly/Hn8jf
Digital Publishing @pagelizard How exactly do you reimagine the book
cover for digital editions? http://ow.ly/HeP6I @pelican_books are doing it
their own way.
The Bookseller @thebookseller Macmillan US joins Oyster and Scribd
http://bit.ly/14vzMeN
Publishers Weekly @PublishersWkly Oyster, Scribd Add Macmillan E-
books; Frontlist Grows http://pwne.ws/1AM1UWH
Mobile World Capital @MWC_Barcelona Five trends that show the future
of ‘e-learning’ is in our pockets http://mwcb.at/1tMG2Fx
Briefly Noted: Recent Tweets of Interest
Follow us: @thejossgroup and @DigitalPubRpt

11. 11↵ HOME
The Latest Word
New vjoon K4 Release Adds More Digital Asset Management
Capabilities
vjoon has announced Release 6.9 for its K4 publishing solution. The company says
the new features in the release include a table editor for K4 Web Editor ICML. The
application’s workspace management functions have been ported to the K4 Edit
and K4 Layout plug-ins so they are now available throughout the publishing plat-
form. Two other new features are XMP image metadata management and a direct
link to Twitter.
Tweets may be generated as ICML, HTML, or metadata and published automati-
cally. Approval processes and images can be added to the workflow on demand.
Posts may be published at prescheduled times. Version 6.9 also allows all other
automated tasks in vjoon K4 to be carried out at a predetermined date and time.
Evergage Introduces SmartHistory
Evergage has announced Evergage SmartHistory, an add-on module available to
companies using Evergage Promote, a Cloud-based tracking program which fol-
lows Web site users and catalogs information about their behavior while on site.
The information gathered can be used to promote products or brands.
Displayed as a retailer-branded window, the module shows visitors items they
looked at previously. SmartHistory sorts the user’s history based on an engage-
ment scoring algorithm which factors in the active time spent reviewing product
details or looking at various images on each page to determine a site visitor’s inter-
est level in the product.
CapLinked Launches FileProtect
CapLinked announced the launch of FileProtect, technology designed to allow Ca-
pLinked clients sharing sensitive to block the opening, copying, and printing of
those files when a deadline passes or the transaction ends. FileProtect does not re-
quire the use of plug-ins or software. Administrators can use FileProtect to revoke
access to Microsoft Office and Adobe PDF files after someone downloads one of
these files from a CapLinked workspace. Administrators can also set a future date
at which access will be revoked as well as control whether or not users can print or
edit downloaded documents.
Acoustiguide Group Establishes Consulting and Planning Firm
Acoustiguide, a company which provides audio and video systems to museums
such as the Louvre, Metropolitan, Guggenheim, SKD Dresden, and the NGA Wash-
ington DC has announced the formation of FutureM, a consulting and planning
firm to help museums establish digital strategies.
Agnes Alfandari, formerly of the Louvre, has been appointed director of FutureM
which will be based in Paris, the European capital of culture. She most recently
served as the Louvre’s Deputy Director of Cultural Production, overseeing cultural
programming of exhibitions, publishing, digital projects and activities, audiovisual
productions, guided tours, and workshops.
The new firm will provide consulting and planning for museums’ and exhibition
facilities’ comprehensive digital strategy. Ms. Alfandari and her team will be pro-
viding direction across strategic planning, budget appropriation, research, RFPs,
conceptualization, and implementation. Recommendations may range from cre-
ation and content management to audience development and from guidance to
e-business with apps, social media, on-site displays, and ticket sales channels.
Ingram Content Group Launches Ingram Construct
Ingram Content Group Launches Ingram Construct, a suite of Web-based tools
for publishers designed to enable publishers to reuse existing content, add third-
party material, and develop custom covers for new content. According to the press
release announcing the news, Ingram Construct’s features include a dashboard
to organize project types, custom cover options, customized digital proofs and
analytics.
JKR Advertising and Marketing Acquires NOW Digital
JKR Advertising and Marketing has acquired NOW Digital, the automotive divi-
sion of Orlando-based online company NOW Marketplace. According to the press
release announcing the news, the purchase makes JKR Advertising and Marketing
one of the largest agencies in Florida and bills more than $90 million annually.
Founded in 2009, NOW Digital’s offerings include Web site design and re-design,
profit center updates, and co-op advertising compliance documentation. Christy
Roman, NOW Digital President, will continue in this role.

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Publisher/Editor: Molly Joss (molly@thejossgroup.com)
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DIGITAL PUBLISHING
The Digital Publishing Report welcomes news releases about companies in-
volved in digital and multi-channel publishing. While we cannot guarantee the
publication of a news brief for each press release we receive, we promise to read
each one in our ongoing efforts to keep our readers up-to-date on what is hap-
pening. To submit a press release, please use the contact information below.
The Latest Word
Kentico Software Releases Kentico 8.2
Kentico Software has announced Kentico 8.2 and says this latest release offers a
number of significant improvements including Web content management, trans-
lation improvements, and pre-compilation enhancements. The company says the
software allows users to manage their digital marketing efforts in a unified way
from a single tool. Kentico 8.2 supports all the latest Microsoft technologies, in-
cluding Visual Studio 2013, Microsoft .NET Framework 4.5, Windows Server 2012,
Microsoft SQL Server 2014, Windows 8.1 and Azure SDK 2.5.
Innovation Enterprise Releases Agenda for Chief Digital
Officer Forum
Innovation Enterprises has released the agenda and some of the names of the
speakers scheduled for the company’s Chief Digital Officer Forum scheduled for
April 9 and 10 in London. Keynote presentations include: Using Content to Improve
the Customer Journey, Barclays; Uncovering the Digital Landscape for a Successful
Strategy, Warner Brothers; and Inside Outside-In, Delivering Digital Transformation
in a B-2-B, General Electric.
Hearst Advertising Worldwide Purchases ad DEPOT
Hearst Advertising Worldwide (HAW) has purchased ad Depot, a Cloud-based
software solution for advertising sales, order processing, and billing from 5 fifteen,
a software company based in the United Kingdom. According to the press release
announcing the news, HAW will use the system to manage advertising across its
portfolio of media holdings. Specific enhancements 5 fifteen added for HAW in-
clude the ability to define the commercial relationship with third-party publishers
and other sales companies and agents. HAW will use the system to control the
financial scope of every booking in the system and manage the integration with
the company’s financial system.
Golfweek Launches Cross-Platform Redesign
Golfweek has announced the publication has launched a revamp of its magazine,
digital content delivery, and Web site, as well as a new logo. Key components of
Golfweek’s relaunch of its digital products include its e-magazines and e-newslet-
ters. These products include new designs and capabilities designed to improve the
mobile reading experience. Visit Golfweek.com/Relaunch to see Golfweek’s digital
products and to access a free digital issue of the magazine.