Taptu's Mobile Touch Web Report 'Government & Non-Profit' Update from March 2010

1. government
and non-profit
update
march 2010
This is the third report from Taptu in a monthly series
that will track the growth of the Mobile Touch Web.
Find previous reports and other resources at www.taptu.com/metrics

2. government & non-profit update march 2010 02
contents 03 The Touch Web is
the Inclusive Web
Selected sub-category
screenshots
08 Global overview: Mobile 11 Central Government & Agencies
Touch Sites, all categories and Local Government
10 Government & Non-Profit 12 Colleges & Universities
category analysis and Museums & Libraries
13 Healthcare and
Charities & Causes
14 Religious Organisations
and Military Organisations
15 About Taptu & Methodology

3. government & non-profit update march 2010 03
the touch what we did
In January this year, we completed the first
what we saw
Historically, Non-Profits have tended to lag the
web is the in-depth survey of the Mobile Touch Web. We
estimated a total of 326,600 Mobile Touch Web
commercial sector in their adoption of new
information technologies. Their budgets tend
inclusive web
sites – more than the number of apps across to be lower than commercial organizations of
all app stores. We defined the Mobile Touch equivalent size. They are often significantly
Web as Web content that is created specifically more risk averse, wanting to see new
for mobile touch screen devices, with finger- technology prove itself before engaging with it.
friendly layouts and lightweight pages that are
Yet despite these background factors, Taptu
fast to load over cellular networks. One of our
observed a surprising degree of adoption
findings in January was a more advanced and
of Touch Web technology, and some very
progressive adoption of the Touch Web in the
innovative services. To some degree these track
Government and Non-Profit sector.
the rapid recent adoption of Web technology
Given the predictions that internet-connected by Non-Profits, especially for fund-raising. In
touchscreen phones will increase significantly 1997 just $300,000 was donated online. Ten
beyond that of PCs, the Touch Web has the years later annual online donations had risen to
potential to more than double the level of more than $10 billion. Experts say that online
internet adoption around the world. Unlike donations were likely to exceed $15 billion in
PC technology, all the demographic segments 2009 – despite the recession. According to The
of society are moving towards high levels of Chronicle of Philanthropy, 4 out of 5 donors
mobile phone ownership. have made a gift online. In their own words
“during the next decade, mobile phones and
The Touch Web is the most democratic and
other handheld devices will become vital to
inclusive of the mobile content technologies.
Non-Profit efforts.” 1
Why? First, the Touch Web allows web
developers to develop a site or WebApp once
to support multiple mobile OS platforms.
Second, there is no commercial entity that can
act as a gatekeeper via an apps store. This is
very attractive to Government and Non-Profit
organizations. This sector is the focus of this
month’s State of the Touch Web report. 1 Source: http://www.urmobile.com/

4. government & non-profit update march 2010 04
the touch notable government & non-profit sub-categories
web is the 01
Sub-category
Central government & agencies
What’s the point?
Paying tax online, contacting political representatives,
inclusive web 02
& supporting the move to a “digital democracy”
continued...
Local government Providing mobile access to public transport routes
and timetables, giving visitors easy access to local
information and resources
03 Colleges & universities Create a virtual campus to promote student
We’ve identified 8 important sub-categories of Non- engagement, improve pastoral care, and provide
Profits where we measured significant numbers of mobile access to learning resources.
existing Touch Web sites and WebApps. These are
discussed in more detail in the report on the right. 04 Museums & Libraries Check opening times, or catalogue, and to get
information and maps when you are on-site.
05 Healthcare Providing 24/7 information about medical issues,
locations of practices and dealing with constant
care needs.
06 Charities & Causes To donate via your mobile whilst watching TV,
or follow a specific cause whilst on the go.
07 Religion Providing information, fundraising and community
engagement.
08 Military For service personnel, keep connected to news and
other military info resources when you are in the field
away from your PC.

5. government & non-profit update march 2010 05
the touch touch sites of the month
march 2010
web is the help haiti
http://helphaiti.mobi
inclusive web With the massive penetration of mobile devices, a charity
that wishes to maximize audience reach can no longer
continued... afford to ignore mobile. Touchscreen devices, which make
it easier to use the Mobile Web compared to older-style
phones, offer the most advanced mobile platform to try
out new ideas.
The recent disaster in Haiti demonstrated just how
important the mobile donation channel is becoming.
mGive, which processes SMS donations, announced on
their blog that within 3 weeks of the disaster that they
had processed $37 million. Taken as a single donation,
this represents a larger sum than that of the Central
Emergency Response Fund (CERF). An example of a site
looking beyond SMS donations to a full mobile checkout
help haiti
http://helphaiti.mobi
experience is helphaiti.mobi.
Helphaiti.mobi is run by Global Impact, a not-for-profit
organization that represents over 55 leading US based
International Charities. A touch mobile site enables
a charity not only to process one-time donations
but to retain the giver in a longer-term relationship
with the charity. This can be achieved by imaginative
communication (through images and videos, delivered to
the touch screen) of the issues at hand.
2 Source http://blog.mgive.com/2010/02/03/behind-the-scenes-at-mgive-processing-over-37-million-in-donations
3 Source: http://www.guardian.co.uk/news/datablog/2010/jan/14/haiti-quake-aid-pledges-country-donations

6. government & non-profit update march 2010 06
the touch
touch sites of the month
march 2010
directgov mobile
web is the http://m.direct.gov.uk
inclusive web
The direct.gov desktop portal aims to provide the British
public with a centralized point of access to all of it’s
continued...
online services, including tax payments, processing court
fines, accessing journey information or job hunting
for the unemployed. The British Government has now
brought the most mobile relevant sections to the Mobile
Touch Web. The m.direct.go.uk site helps citizens to
search for work, to get live information on road and
public transport delays together with access to NHS
services, passport services and free local Internet access
facilities. directgov mobile
http://m.direct.gov.uk
mit mobile web
http://mobi.mit.edu
This is a truly device agnostic web application done in the
best way possible, and is exactly the quality you would
expect from the home of the MIT mobile experience labs.
Based around a simple navigational experience the user
is presented with 16 areas which they can access, these
range from a searchable, categorized Campus map
enabling students and staff to identify the locations of
everything from Libraries to Dunkin’ Donuts, to bus
shuttle times; from being able to manage your MIT
paperless money system, to seeing what events are on. By
simply having your touch-phone and your MIT ID card,
you can perform almost every single action you could mit mobile web
http://mobi.mit.edu
ever want to perform on campus.

7. government & non-profit update march 2010 07
the touch conclusion
Across the 8 sub-categories that we’ve Level 2- Touch Sweet Spot Sites – Within the
web is the analyzed, we observed different levels of
exploitation of Touch Web technology:
Colleges & Universities sector we observed
examples of sites that utilized touch
inclusive web
functionality to it’s full potential and added
Level 1 – Information & Transaction Touch
access to real time information to provide an
Sites – Charities are a good example of non-
outstanding Mobile Touch experience. MIT is
continued...
profits that are using the Mobile Touch Web
providing students with a number of innovative
as a convenient resource for disseminating
services. It points the way to the future of
information, but haven’t yet taken the larger
university online systems.
steps, which could offer the biggest payback.
At Taptu we can see a next level of adoption Government and Non-Profit organisations, like
where charities’ Touch Web Sites will evolve commercial organisations, have to prioritise
into mobile donation portals and take centre- their spending on mobile initiatives. If they
stage in the fund-raising process in line with focus too much on single platforms like the
the general increase in mobile commerce (for iPhone they become vulnerable to accusations
more info see our previous report on mobile that they are favouring specific and privileged
touch commerce). demographic groups. The Mobile Touch
Web can offer a more egalitarian approach
which reaches a broader cross-section of the
population at lower cost and in less time.

8. government & non-profit update march 2010 08
mobile touch analysis of
mobile touch sites
sites global Top categories
Blogs
% of sites
32.7%
overview Shopping & Services
Photo & Design
16.4%
10.1%
march 2010 Social 5.5%
Technology 4.2%
World Affairs 3.9%
Government & Non-Profit 3.7%
Places,Travel & Local 3.1%
Adult 2.0%
News & Weather 2.0%
Mens Interest 1.5%
mobile
Entertainment 1.2%
touch sites
Gambling 1.0%
Blogs
Autos 0.8%
Shopping & Services
Womens Interest 0.9%
Photo & Design
Music 0.9%
Social
Sport 0.6% Technology
Games 0.5% World Affairs
Apps 0.2% Government & Non-Profit
Global total number of Web sites scanned 114.0m Other 9.1% Places, Travel & Local
Sites estimated as touch-friendly 367,900 (0.32%) Total 100.0% Other
Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed)
“Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual
quality or information quality.

9. government & non-profit update march 2010 09
mobile touch higher quality sites
Top categories % of sites
sites global Shopping & Services
Social
22.7%
12.1%
overview World Affairs
Places,Travel & Local
8.7%
8.3%
march 2010 Government & Non-Profit 6.8%
Adult 4.9%
News & Weather 4.4%
Photo & Design 2.7%
Entertainment 2.6%
Gambling 1.9%
Mens Interest 1.6%
Technology 1.4% higher quality
Womens Interest 1.3%
sites
Sport 1.3% Shopping & Services
Music 1.2% Social
World Affairs
Games 1.0%
Places, Travel & Local
Blog 0.7%
Government & Non-Profit
Apps 0.4%
Adult
Autos 0.4%
News & Weather
Other 15.6%
Photo & Design
Total 100.0% Other
Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed)
“Higher quality” sites which as used as the basis of our category-level analysis are defined as those with above average quality score for either visual
quality or information quality.

10. government & non-profit update march 2010 10
government analysis of
mobile touch sites* example sites in category
and non-profit Top categories
Religion
% of sites
72.5%
Site Name
Christ for all Nations
Site URL
http://m.cfan.org/
mobile touch Medical
Colleges & Unis
13.7%
4.8%
Medline Plus
MIT
http://m.medlineplus.gov/
http://mobi.mit.edu/
sites Politics
Environment
3.3%
3.0%
Directgov
WWF
http://m.direct.gov.uk
http://wwf.mobi/
march 2010 Charities 1.3% Love the unloved http://lovetheunloved.com/
Museums 0.6% Velvet Foundation http://m.velvetfoundation.org
Military 0.6% America’s Navy http://m.navy.com/
Government & Non-Profit % of sites 3.7% Total 100.0%
government
& non-profit
Religion
Medical
College & Unis
Politics
Environment
Other
Notes: Indexing .com, .net, .org domains + DMOZ. Percentages based on analysis of English language sites (84.9% of sites indexed). * Higher quality sites
only - see Methodology page for further information. % change equals current month versus previous. Important: To view site, go to site URL on your
touchscreen phone (Many sites do not render properly on PC browsers). Sites can be classified in more than one category.

11. government & non-profit update march 2010 11
directgov mobile cdc.gov
http://m.direct.gov.uk http://m.cdc.gov/
example
central
government
& agencies
securities and us department of
exchange commission veteran affairs
http://m.sec.gov/ http://m.va.gov/
miami-dade transit the city of wheeling
http://miamidade.gov/transit/mobile/ http://wheelingwv.gov/
example
local
government
state of indiana utah.gov
http://in.gov/ http://utah.gov/

12. government & non-profit update march 2010 12
massachusetts institute
of technology university of oxford
http://delta.com/ http://m.ox.ac.uk/
example
colleges &
universities
inside higher
westminster college education
http://travelocity.com/ http://m.insidehighered.com/
california academy walker artcenter
of sciences http://walkerart.org/
http://m.calacademy.org/
example
museum
& libraries
velvet foundation iowa city
http://m.velvetfoundation.org public library
http://icpl.org/

13. government & non-profit update march 2010 13
medlineplus thesite.org
http://m.medlineplus.gov/ http://thesite.mobi/
example
health care
american college
of emergency webmd
physicians http://webmd.com/m/
http://m.acep.org
shelter extra urcause
http://shelterextra.mobi http://urcause.mobi
example
charities
& causes
love the unloved best friends
http://lovetheunloved.com/ animal society
http://m.bestfriends.org

14. government & non-profit update march 2010 14
richland hills
cornerstone church church of christ
http://cornerstonesimi.com http://rhchurch.org/
example
religious
organizations
christ for all nations lake ann camp
http://m.cfan.org/ http://lakeanncamp.com/
military.com support our troops
http://m.military.com/ http://supportourtroops.org
example
military
organizations
usaf thunderbirds america’s navy
http://usaftbirds.mobi http://m.navy.com/

15. government & non-profit update march 2010 15
about Founded in 2007, Taptu built a strong user
base and reputation for entertainment
get copies of past reports
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search on mobile devices. The service was
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available globally in 5 languages, generated
in excess of 1 million searches per day
and over 3.2 million users (June 2009) and
try taptu for free
Please visit http://www.taptu.com on your
picked up several international awards
touch screen mobile or find us in the Apple
along the way.
App Store or Android marketplace.
Since early 2009 Taptu has evolved and
pioneered the index and crawling of media more info
specifically designed for touch screen http://www.taptu.com
mobile devices. Consumers can now, for the http://www.taptu.com/blog
first time, search and explore millions of
mobile touch web sites, apps, images and get in touch
the realtime web from their touch screen email hello@taptu.com
mobile device. Taptu is also making this twitter @taptu
unique index available to third parties via
an API.
report Taptu scans 110 million internet domains
each month, using a cluster of 750 servers,
Candidate sites are then filtered to identify
English language sites, then further
methodology
downloading approximately 10 terabytes evaluated for site quality, then classified by
of data for each scan. Each scanned site type. “Higher quality” sites which as used as
is checked against a number of tests for the basis of our category-level analysis are
potential mobile touchscreen-friendliness. defined as those with above average quality
march 2010 score for either visual quality or information
quality. These quality ratings, together with
site popularity data, are used as the basis
for our selections of Taptu Top 10 Touch
Screen Sites in each of the topic categories.