NASA.gov Metrics 2003 to 2012
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From 2003 to 2012, traffic to NASA's website increased significantly, with customer satisfaction scores rising to levels comparable with commercial sites. The introduction of a mobile version in 2010 further boosted traffic, and NASA's online content, particularly related to missions and multimedia, attracted a primarily general public audience. Search satisfaction has improved as users search less frequently, though challenges remain due to the vastness of NASA's content and organizational structure.
NASA.gov Metrics 2003 to 2012
- 1. Metrics, 2003-2012 NASA.gov Web Team March 29, 2013
- 2. www.NASA.gov: Annual Sessions and 240.0 85 Customer Satisfaction Sessions (Millions) Traffic to www.NASA.gov increased 200.0 Customer Satisfaction ten-fold from 2003 to 2012. In the same period, the global online 160.0 80 population increased about three-fold, indicating the growth in traffic to NASA’s website was real growth, not just a reflection of more people getting 120.0 online. NASA’s customer satisfaction scores 80.0 75 (measured by an online survey) climbed steadily through the decade reaching levels closer to successful commercial websites than to 40.0 government websites. 0.0 70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
- 3. 3.5 3.0 Mobile.nasa.gov The mobile version of the NASA website was introduced in late 2.5 2010, but configuration changes in early 2012 lead to ten-fold increase in traffic. At right are the monthly visits 2.0 (Millions) to mobile.nasa.gov in 2012. 1.5 1.0 0.5 0.0
- 4. 100% Reaching Target 90% Audiences In 2003, the NASA 80% Administrator directed the Office 70% of Public Affairs and the CIO to use NASA’s website to 60% reach three primary target audiences: 50% the general public, K-12 students and K-12 teachers. 40% Other Contractor/Sub Over the 30% PI/Co-I/team member years, proportion of News Media members of the 20% NASA Employee target audience has College Student/Educator grown to more than K-12 Educator 70 percent of the 10% site’s total audience. K-12 Student General Public 0% 2004 2005 2006 2007 2008 2009 2010 2011 2012
- 5. Missions Images Reason for Visiting News and Features Users have said continuously that their primary interests are Universe mission coverage imagery and video. Traffic statistics bear this Other out. Shuttle and Space Station From 2011 to 2012, the broader 2011 “Missions” category gained over Solar System Shuttle and Station. Multimedia Aeronautics 2012 Earth
- 6. • Amazon.com: 89 • CNN.com: 75 • NASA: 82 • All eGov sites: 74 • Google: 82 • NYTimes.com: 74 • Barnes and Noble: 82 • All federal sites: 72 • eBay: 81 • YouTube: 73 • Bing: 81 • All public sector: 71 • Netflix: 81 • All websites: 69 • Google+: 78 • Huffpost: 69 • Wikipedia: 78 • Pinterest: 69 • Yahoo: 78 • Twitter: 64 • MSN: 78 • Facebook: 61 * December 2012 from the Foresee Results online survey.
- 7. Customer Satisfaction Benchmarks* • Nhlbi.nih.gov: 87 • All eGov sites: 75 • Cancer.gov: 83 • Fed. dept. main sites: 74 • CDC.gov: 82 • All federal sites: 73 • USCIS (Spanish): 82 • All public sector: 72 • NASA: 81 • All websites: 69 • USCIS (English): 81 • 27 others: ≤ 80 * Fourth quarter 2012 from the Foresee Results online survey.
- 9. Wikipedia uses NASA.gov to illustrate “Website”
- 10. Image of the Day
- 11. Time Uses NASA.gov to Explain 2012
- 12. Ustream Highlights NASA TV
- 13. 800 www.NASA.gov 700 Page Views 600 Reflects all downloads of HTML files for the year. 500 The most consistently popular pages remain the image and video 400 galleries, the multimedia page, and the section pages for the missions in 300 the news that year. 200 The only pure feature story to make the list was the “2012 won’t be Doomsday” explainer in 100 2011 and 2012. 0 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 Page Views (Millions) 102 410 488 518 409 505 689 562 668 616
- 14. 2003 2004 2005 2006 1 NASA Home Page 63,200 NASA Home Page 105,768 NASA Home Page 129,681 NASA Home Page 111,199 2 News Highlights 4,708 MER Interactive 20,078 Return to Flight Interactive 14,308 NASA TV Page 20,110 3 NASA 45th Interactive 2,880 VSE Interactive 5,934 NASA TV Page 12,764 Shuttle Main Page 16,524 4 NASA Today 2,165 Image Gallery 5,406 Return to Flight Main Page 12,423 News Highlights 6,444 5 Image Gallery 1,818 News Highlights 5,267 Image Gallery 7,720 Multimedia Highlights 6,404 6 Multimedia Highlights 1,764 Cassini Main Page 4,189 KSC Home Page 6,892 Image Gallery 6,212 7 MER Interactive 1,128 Multimedia Highlights 3,238 Cassini Main Page 6,366 Mission Highlights 5,009 8 Mission Highlights 892 NASA TV Page 3,118 Deep Impact Main Page 6,075 KSC Home Page 4,681 9 Columbia Main Page 828 Mission Highlights 2,843 VSE Anniversary Interactive 5,850 STS-121 Interactive 4,647 10 Video Gallery 684 MER Main Page 2,651 News Highlights 5,562 STS-115 Interactive 4,311 11 Highlights 660 For Kids / Games 2,078 Multimedia Highlights 5,306 ISS Main Page 3,831 12 Multimedia Downloads 595 Video Gallery 1,516 Mission Highlights 4,147 Exploration Main Page 3,692 13 About Highlights 570 For Kids Main Page 1,460 Deep Impact Images 3,443 Video Gallery 3,570 14 Universe Features 531 Cassini Interactive 1,401 Deep Impact Interactive 2,618 Kids Club 3,192 15 NASA TV on the Web 507 Highlights 1,394 Video Gallery 2,475 Shuttle Launch Page 2,553 Figures are in thousands
- 15. 2007 2008 2009 2010 1 NASA Home Page 103,293 NASA Home Page 145,949 NASA Home Page 199,266 NASA Home Page 206,045 2 Shuttle Main Page 15,495 NASA TV Page 15,650 NASA TV Page 24,929 NASA TV Page 13,323 3 NASA TV Page 14,525 Shuttle Main Page 13,467 Shuttle Launch Blog 23,309 Shuttle Main Page 8,573 4 Video Gallery 9,529 Mars Phoenix Main Page 10,631 Shuttle Main Page 20,670 Launch Schedule 5,869 5 Image Gallery 7,510 Video Gallery 7,881 Video Gallery 8,213 Video Gallery 4,558 6 Multimedia Highlights 5,317 Image Gallery 6,202 Shuttle Landing Blog 5,465 Image Gallery 4,531 7 News Highlights 5,178 Kids Club 5,095 ISS Main Page 5,212 Image of the Day 3,589 8 ISS Main Page 4,843 Image of the Day 4,970 Image Gallery 5,060 Kids Club 3,410 9 Mission Highlights 4,107 ISS Main Page 4,624 Launch Schedule 5,017 ISS Main Page 3,366 10 Kids Club 3,877 Missions Main Page 4,265 Image of the Day 4,898 News Topics 3,102 11 KSC Home Page 3,818 KSC Home Page 3,432 Kids Club 4,674 Missions Main Page 2,835 12 For Kids Page 2,731 Launch Schedule 3,293 Missions Main Page 4,383 Shuttle Station Topics Page 2,812 13 Launch Schedule 2,013 Multimedia Main Page 3,206 Shuttle Station Topics Page 4,017 Solar System Topics Page 2,399 14 HQ Home Page 1,968 News Topics 3,201 Multimedia Main Page 3,438 Multimedia Main Page 2,398 Shuttle Station Topics 15 Shuttle Launch Page 1,967 Page 3,036 KSC Home Page 3,315 Universe Topics Page 2,205 Figures are in thousands
- 16. 2011 2012 1 NASA Home Page 211,607 NASA Home Page 200,772 2 NASA TV Page 14,919 MSL Main Page 18,349 3 Video Gallery 12,820 Video Gallery 17,023 4 Shuttle Main Page 10,949 2012 Feature 14,970 5 Launch Schedule 4,602 NASA TV Page 11,898 6 Image of the Day 3,790 Image of the Day 6,048 7 Image Gallery 3,779 MSL Multimedia Gallery 5,432 8 Shuttle Station Topics Page 3,078 News Topics 5,161 9 Kids Club 2,937 Image Gallery 4,746 10 ISS Main Page 2,832 Solar System Topics Page 3,274 11 Solar System Topics Page 2,667 ISS Main Page 3,093 12 2012 Feature 2,617 Microgravity (Angry Birds) 3,022 13 News Topics 2,500 Mars Main Page 2,940 14 News Releases 2,343 News Releases 2,910 15 Universe Topics Page 2,319 Universe Topics Page 2,909 Figures are in thousands
- 17. Live Events Since moving to a more robust infrastructure in 2003, NASA.gov has carried more than 60 live events that Most Visits* have at time driven traffic to more than 100 times higher than normal Curiosity landing 6-Aug-2012 14,798,362 levels. Mars, Spirit landing 4-Jan-2004 5,550,495 The smooth handling of such large LCROSS lunar impact 9-Oct-2009 5,447,329 events, some of them unplanned, has become the trademark of NASA.gov. STS-135 Launch 8-Jul-2011 4,866,453 All but one have been carried with no Deep Impact 1-Jul-2005 4,321,237 major technical issue. Venus Transit 1-Jun-2012 4,260,380 Astrophysics Life Press Conference 1-Dec-2010 3,862,436 Mars, Oppurtunity landing 1-Jan-2004 3,714,963 STS-125 Launch 1-May-2009 3,653,205 STS-114 Launch 1-Jul-2005 3,561,779 * During the 48 hours surrounding peak traffic.
- 18. Peak Webcasts Total webcasts * Curiosity landing 06-Aug-12 1,236,010 Curiosity landing 06-Aug-12 36,437,231 Venus Transit 1-Jun-12 576,743 Venus Transit 1-Jun-2012 7,741,158 STS-135 Launch 8-Jul-11 562,818 STS-114 Landing 1-Aug-2005 2,048,477 STS-114 Launch 26-Jul-05 438,825 STS-121 Launch 1-Jul-2006 1,757,002 STS-114 Landing 9-Aug-05 394,354 STS-114 Launch 1-Jul-2005 1,714,822 LCROSS lunar impact 9-Oct-09 393,472 STS-135 Launch 8-Jul-2011 1,428,588 STS-134 Launch 16-May-2011 360,172 STS-121 Landing 17-Jul-2006 924,353 STS-133 Launch 24-Feb-2011 284,822 STS-133 Launch 24-Feb-2011 919,770 STS-121 Launch 4-Jul-06 257,028 STS-134 Launch 16-May-2011 789,505 STS-135 Landing 21-Jul-2011 177,420 STS-115 Launch 9-Sep-2006 645,320 * During the 48 hours surrounding peak traffic.
- 19. Web content delivered (MB) * Web & Video Content Delivered (MB) * Curiosity landing 6-Aug-12 68,270,000 Curiosity landing 06-Aug-12 1,098,270,000 STS-135 Launch 8-Jul-11 59,639,440 Venus Transit 1-Jun-2012 662,976,419 Venus Transit 1-Jun-12 34,908,328 STS-135 Launch 8-Jul-2011 539,909,926 STS-134 Launch 16-May-2011 25,781,682 STS-134 Launch 16-May-2011 296,246,501 LCROSS lunar impact 9-Oct-09 21,915,238 STS-135 Landing 21-Jul-2011 171,488,549 STS-135 Landing 21-Jul-2011 20,090,425 STS-133 Launch 24-Feb-2011 78,042,342 Deep Impact 4-Jul-05 17,615,780 MSL Launch 26-Nov-2011 77,027,000 Phoenix Landing 25-May-2008 17,330,671 LCROSS lunar impact 9-Oct-2009 68,636,125 STS-133 Launch 24-Feb-2011 17,280,426 ARES I-X 28-Oct-2009 62,012,493 STS-127 Launch 15-Jul-09 14,584,451 Phoenix Landing 25-May-2008 59,918,859 * During the 48 hours surrounding peak traffic.
- 20. Search Satisfaction Rises as Rate of Searches Falls 30.0% 80 Search A combination of quantitative and 79 qualitative data shows that users are 25.0% generally satisfied. They are using 78 search less frequently, but they are Search Queries as Pctg. of All Visits Search Satisfaction (from online survey) happier with it. 77 20.0% The last redesign, released in late 76 2007, accelerated both trends. 15.0% 75 74 10.0% 73 72 5.0% 71 0.0% 70 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
- 21. Search Terms There remains some dissatisfaction with search, for which there are several factors: • NASA has a broad array of online content (1,600 websites; 200,000+ Distinct Search Terms pages on www.nasa.gov alone) • There is no overarching information 2003 250,903 architecture organizing that content • Content is often placed online with 2004 371,220 no regard for search-engine optimization 2005 684,997 2006 692,166 Users enter hundreds of thousands of distinct search terms each year, though 2007 679,687 only a handful account for 1 percent or more of all queries. (See following tables.) 2008 348,307 2009 365,262 The bulk of NASA’s online content focuses on current missions, news and 2010 409,305 multimedia. There may not be much content available on a particular topic, 2011 368,311 and NASA’s distributed web and lack of an overall search strategy makes it hard 2012 359,914 to find.
- 22. 2003 2004 2005 2006 2007 mars 1.61% mars 0.62% mars 0.91% mars 1.08% mars 1.41% picture+of+the+day 0.88% columbia 0.29% pluto+ 0.48% pluto 0.51% moon 0.65% hubble 0.67% hubble 0.28% world+wind 0.38% moon 0.47% iss 0.53% moon 0.51% moon 0.28% hubble 0.36% pluto+ 0.43% saturn 0.53% jobs 0.40% pluto 0.27% moon 0.35% hubble 0.42% hubble 0.49% Mars 0.38% wallpaper 0.26% apollo 0.27% iss 0.34% planets 0.48% pictures 0.38% saturn 0.24% columbia 0.27% saturn 0.34% nasa+tv 0.43% columbia 0.37% apollo 0.23% saturn 0.26% planets 0.33% jupiter 0.42% apollo 0.35% jupiter 0.22% planets 0.23% jupiter 0.29% pluto 0.41% jupiter 0.32% cassini 0.21% Mars 0.22% nasa+tv 0.28% sun 0.36%
- 23. 2008 2009 2010 2011 2012 mars 4.11% mars 3.32% mars 2.11% elenin 2.04% curiosity 2.09% nibiru 1.98% 2012 2.15% jupiter 2.00% mars 1.55% mars 1.99% nasa tv 1.88% nasa tv 1.97% saturn 1.36% 2012 1.10% 21 december 2012 1.38% space shuttle 1.32% jupiter 1.47% 2012 1.29% moon 1.00% 2012 1.11% moon 1.23% moon 1.39% earth 1.24% games 0.90% moon 0.92% 2012 end of jupiter 1.19% the world 1.28% sun 1.21% sun 0.89% sun 0.91% saturn 1.19% saturn 1.27% venus 1.17% saturn 0.76% end of the world 0.86% nasa pictures 1.18% games 1.16% neptune 0.93% uars 0.76% nibiru 0.75% ufo 1.14% hubble 1.13% mercury 0.91% jupiter 0.70% december 21 2012 0.71% planet x 1.13% venus 0.96% games 0.87% mercury 0.63% venus 0.66% 2012 “Doomsday” query
- 24. Top Videos 2010 – 2013 2010 Asteroid 2005 1.2 million NASA Sees Fast- 298,152 Videos YU55 Moving Solar Flare Since switching the VMIX service in Complex Solar 291,577 2010, NASA editors have uploaded Eruption more than 6,000 videos, more than 7 Seven Minutes of 1 million Fermi/Bubbles in 238,795 per business day. Terror the Milky Way Black Hole Eats Star 957,826 Supernova/Black 232,464 Hole Animation Curiosity’s Descent 843,166 NASA Examines 147,228 New Forms of Life Having a Solar Blast 737,106 – Zoom 2011 2012 Asteroid 2005 925,290 Seven Minutes of 991,871 Total 137 Billion YU55 Terror Loads Black Hole Eats Star 881,410 Curiosity’s Descent 838,032 Having a Solar Blast 689,650 GRAIL video of 632,733 moon’s far side SDO Catches 396,026 Plays 78.7 million Black Marble 843,166 Comet Passing Sun SDO Captures X1.9 322,815 Sunspot 1429: Two 427,308 Plays completed 45.5 million Solar Flare X-class Flares Unique Plays 67.9 million
- 25. www.NASA.gov: Sources of traffic 100% 90% 80% Other 70% Social media Slashdot 60% Drudge Report CNN.com 50% Bing 40% MSN Yahoo 30% Other nasa.gov sites Google 20% No referral (net) 10% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 No referrals: Direct visits from bookmarks, e-mail links or RSS servers, or from sites that mask their identities.
- 26. www.NASA.gov: Sources of traffic (excluding “no referrals”) 100% 90% 80% 70% Other Social media 60% Slashdot Drudge Report 50% CNN.com Bing 40% MSN Yahoo 30% Other nasa.gov sites Google 20% 10% 0% 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
- 27. 14,000,000 12,000,000 Social media referrals Though social media channels are designed to take NASA content off the 10,000,000 site, they are growing as a source of traffic. 8,000,000 Bitly % of all % of all Pinterest sessions referrals Tumblr Twitter 6,000,000 Reddit 2008 0.37 0.71 Facebook 4,000,000 2009 1.36 2.20 2010 2.78 4.22 2,000,000 2011 3.24 6.46 0 2012 5.06 9.86 2008 2009 2010 2011 2012
- 28. 90 Facebook Sharing from NASA.gov 80 Twitter via Social Media Other Facebook and Twitter are the primary 70 venues people use to share content directly from www.NASA.gov. 60 Facebook started out as the dominant Percent of Total service, but Twitter has recently pulled 50 even. 40 30 20 10 0 2010 2011 2012
- 29. 2010 Sharing from Type Shares Clicks www.NASA.gov Face in Space Interactive 6,211 0 In late 2010, NASA.gov started using NASA Home Page 6,386 1,189 the AddThis service to allow users to Image of the Day Gallery Multimedia 3,557 701 NASA Sets News Conference on Astrobiology share NASA content through social Discovery (HQ) Media Advisory 3,369 14,081 media services. Though social media is Multimedia designed to put content where users NASA TV 3,137 1,350 are, sharing from NASA’s site brought a NASA's Space Rock Interactive 2,122 0 NASA Research Discovers Life Built with Toxic net return of visits back to the site. Chemicals Feature 2,086 5,700 Space Shuttle Main Page 1,536 577 Unique Earthquake May Have Shortened Earth's Day Feature 1,318 15 Shares of Clicks content 2012: Beginning of the End or just Another Day Feature 1,017 688 NASA back to pieces Watch the Skies! Meteors Feature 773 1,273 content site shared Clicks Shares NASA Sets News Conference on Astrobiology Media Advisory Discovery (HQ) 14,081 3,369 NASA Research Discovers Life Built with Toxic 2010 98,086 65,194 660 Chemicals Feature 5,700 2,086 Media Advisory NASA Announces Chandra News Conference 4,522 593 Cumulonimbus Cloud over Colombia Image 3,313 87 2011 258,369 314,673 2,571 NASA Sets News Conference on Astrobiology Media Advisory Discovery (ARC) 2,495 363 Lunar Eclipse: Up All Night Chat 1,539 428 NASA TV 1,350 3,137 Fermi Finds Giant Structure Feature 1,296 428 2012 555,965 578,173 3,352 Watch the Skies! Meteors Feature 1,261 780 First Potential Habitable Exoplanet Feature 1,207 688
- 30. Content Type Shares Clicks back to NASA.gov NASA Home Page 43,996 2,778 NASA TV Main Page 10,376 12,587 Image of the Day Gallery 6,002 7,700 2012: Beginning of the End or Just Another Day? Feature 4,188 11,772 Kepler Confirms its First Planet Feature 4,132 7,387 Hurricane Irene News Page 3,722 11,006 Space Shuttle Main Page 3,562 3,192 NASA TV in HD on Ustream 2,979 2,211 UARS Mission Ends Feature 2,248 4,303 ISS Crew Views Shuttle Landing Feature 1,571 4,958 Clicks back to NASA.gov Shares NASA Imagery of the Japanese Earthquake Image Gallery 21,723 200 NASA TV Main Page 12,587 10,376 2012: Beginning of the End or Just Another Day? Feature 11,772 4,188 Hurricane Irene News Page 11,006 3,722 Image of the Day Gallery 7,700 6,002 Kepler Confirms its First Planet Feature 7,387 4,132 Aurora Australis from Space Feature 5,298 380 ISS Crew Views Shuttle Landing Feature 4,958 1,571 Major Winter Storm Takes Aim at Central U.S. Feature 4,425 594 UARS Mission Ends Feature 4,303 2,248
- 31. Type Shares Clicks 2012: Beginning of the End or Just Another Day? Feature 32,985 61,249 NASA TV Main Page 10,436 13,180 12-21-2012 Just Another Day Podcast 4,254 11,936 New York City on Sept. 11, 2011 Image Feature 1,846 9,886 Space Shuttle Discovery to Fly Over Washington Media Advisory 172 8,662 Hubble Sees Red Giant Blow a Bubble Image Feature 1,082 8,241 Mars Science Lab Mission Page 7,682 7,682 Angry Birds Space Feature 6,635 6,635 Moon and ISS Image Feature 6,061 6,061 Image Gallery Shares Clicks NASA Home Page 73,829 5,104 2012: Beginning of the End or Just Another Day? Feature 32,985 61,249 NASA TV Main Page 10,436 13,180 Image of the Day Gallery 7,913 5,474 Curiosity Raw Images Page Image Gallery 5,455 5,136 Mars Science Lab Mission Page 7,682 7,682 Angry Birds Space Feature 6,635 6,635 NASA TV in HD on Ustream 4,722 4,312 Blue Marble Feature 4,278 5,431 12-21-2012 Just Another Day Podcast 11,936 4,254
- 32. HTML Pages and Related Files in NASA.gov CMS (as of Dec. 31 each year) Content 700,000 Publishing 600,000 Publishing has been fairly steady for the last four years. Editors 500,000 have published about 20,000 web pages and 100,000 400,000 associated files each year. HTML 300,000 Related Files 200,000 100,000 0 2007 2008 2009 2010 2011 2012 HTML 58,552 163,465 182,248 202,603 220,081 239,229 Related Files 153,120 189,131 305,252 397,052 501,402 601,007