Mobile & Education - What ExamTime Stats Tell Us

Domhnall Murphy
Note by , created about 6 years ago

A Levels Work (MobileMonday) Note on Mobile & Education - What ExamTime Stats Tell Us, created by Domhnall Murphy on 09/20/2013.

Norman McBrien
Created by Norman McBrien about 6 years ago
Domhnall Murphy
Copied by Domhnall Murphy about 6 years ago
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Desktop usage still most popular, not surprising given that we are a web application with no native offerings to date. 

Mobile Usage of our Platform: What does it tell us about Mobile Device usage in Education ? 

Visits By Device Type

Tablet usage is low Surprising given the talk of tablets in education. But ... Lack of native app for ExamTime is an obvious factor.

Mobile OS Wars: Who's winning in education ? 

By Device By Market:   Visits by markets where most visits are recorded

Ireland (10%), India (13%) and the US (14%) represent the highest rate of mobile usage. 

Some Interesting Outliers:   Countries where students and teachers are demonstrating highest mobile usage. 

Taking total mobile OS visits to - iOS is winning ...

Interesting: In the rapidly developing nations of Brazil and India Android has a majority of usage Compared to European and North American countries where iOS holds sway. 

Some Interesting Outliers:   Countries that don't obey the Android Apple Dichotomy





How do we make our product more accessible to the mobile and tablet markets?

Do we focus on building native apps or a tailored web app?Web app Reuse existing skills. Faster release cycle. Ever-improving browser support (leverage offline storage push notifications). Don't have to target multiple platforms (kind of) ... Development-wise this is the path of least resistance Native Acquire new skills. Longer release cycle - obstacles to the marketplace. Have to consider multiple platforms. ... A pain in the ass from a development perspectiveBut ... It's all about the user experience Is this the experience that users now expect? Current feedback has seen many requests/queries for an iPhone app or an Android app.  Monetisation should be easier.

If we go native ... which platform do we target first?iOS Our stats show iOS as the dominant platform for our existing mobile users. A lot of noise about iPad becoming established in the classroom - if it is true, we would want to capitalize on that. Stats elsewhere suggest the Apple users are more likely to spend (revenue in AppStore was over double that in GooglePlay) Android Age-profile for Android usage is closer to our target market Our stats suggest Android has a significant foothold in rapidly expanding markets.

Most popular mobile devices on

Mobile & Education - What Our Stats Tell Us

Domhnall Murphy - Senior Developer at

1.  Introduction to - who we are and what we do.

2.  How do we bring the ExamTime product to the mobile market?

3.  What our current visitor stats tell us about Devices used Markets/regions Mobile OS Mobile devices

4. Mobile strategy: The two main questions we have to address.

Apple (iPhone, iPad and iPod) by a considerable margin.. 

Breakdown for our top 10 markets

Samsung looks to be very popular in Brazil, and to a lesser extent India, where Nokia continues to be a force.

Consistent with the OS stats, Apple holds sway in Australia, UK and the US

Markets:  The web app currently supports languages of English, Spanish, Portuguese, Brazilian Portuguese and, most recently, German.

All stats based on visits to ET pages in the last 6 months (1st March - 18th Sept)

Thank you for listening.  Questions?

Emerging markets in South America showing less mobile penetration. Perhaps a mobile offering is less compelling for these markets.

Our dominant markets (by % visitors) are showing higher than average mobile usage.  Suggest that a mobile offering could capitalize on mobile trends in these markets?

But ... If we could have one feature-complete app tomorrow, we would probably want a native app on iOS!


Devices By Market

Mobile OS

Mobile Devices

Where Next?