COMPARATIVE REVIEW OF THE FIRST AID APP4 March 2016

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MEETING AGENDA

Agenda14:00 – 14:40 Introductions and agenda

Project overview and key findings • Overview of the project (goals, methodology, etc.)• Key findings and insights• Recommendations and criteria for success factorsDissemination opportunitiesFurther information

14:40 – 15:00 Questions and discussion

3

PROJECT OVERVIEW

PROJECT GOALS

Determine criteria for evaluating the success of the First Aid App (to be used in the comparative review).

Conduct an in-depth comprehensive comparative review of host organization experience of the First Aid App in 9 countries.

Conduct secondary analysis of the user experience of the app in each country.

Provide recommendations to enhance the rollout and uptake of the First Aid App across the RCRC network in order to support national societies in enhancing the overall preparedness of their community.

Disseminate results of the project to four key target audiences:

National Red

Cross/Red Crescent

Organisations

RCRC staff &

volunteers

The general public

The GDPC & Red Cross Global

First Aid Reference

Center

RESEARCH METHODS

Primary research with 8 culturally diverse countries, the British Red Cross, Global First Aid Reference Centre and GDPC Countries varying in population size, number of languages spoken, age structure of the population, and connectivity Semi-structured interviews conducted with 33 RCRC actors Follow-up research undertaken by phone and e-mail

Secondary Research with 9 countries Google Analytics – app use and engagement User feedback – appFigures, Play Store and iOS Desk-based research on context

  Country 1 Country 2 Country 3

TRI Iceland (Field) Ireland (Virtual) Malta (Field)FOKUS Czech Republic (Field) Switzerland (Field) Israel (Virtual)USU Mexico (Secondary research

only) 

ADPC Hong Kong (Field) Myanmar (Field)  

THE NINE COUNTRIES

  Czech Republic

Hong Kong Iceland Ireland Israel Malta Mexico Myanmar Switzerland

Area covered (km2) 78,866 1,073 103,000 70,273 20,777 316 1,964,375 676,578 41,277Population (approx.) 10.5 million 7 million 330,000 5 million 8 million 414,000 122 million 56 million 8 millionMain language spoken Czech Chinese

(Cantonese) and English

Icelandic English and Irish Gaelic

Hebrew Maltese and English

Spanish Burmese GermanFrenchItalian

RomanschOther languages spoken 

EnglishGermanSlovakRussian

  EnglishDanishFaroese

NorwegianSwedishGerman

FrenchSpanishGermanPolish

ArabicRussianAmharic

ItalianFrench

German

Mayan Nahuatl

and other regional

languages

Other ethnic languages

EnglishPortuguese

AlbanianSerbo-

CroatianSpanish

Population by age structure:

                 

0-14 years 15% 12.11% 20.43% 21.5% 27.95% 15.05% 27.59% 26.07% 15.09%15-24 years 10.23% 11.13% 14.03% 11.84% 15.50% 12.22% 17.90% 18.02% 11.29%25-54 years 43.70% 46.16% 40.09% 43.82% 37.13% 40.24% 40.55% 43.31% 43.67%55-64 years 13.06% 15.26% 11.67% 10.23% 8.57% 13.98% 7.19% 5.36% 12.18%

65+ 18.01% 15.34% 13.78% 12.61% 10.85% 18.15% 6.77% 18.15% 17.76%Mobile subscriptions per 100 inhabitants

131 233 74.3 104 120 132 85 49 125

Internet use 77.5% 83.1% 98% 83% 74.7% 73.2% 41.1% 1.2% 86.7%

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KEY INSIGHTS & LESSONS LEARNT

LESSONS LEARNT: MOTIVATIONS FOR APP ADOPTION & TARGET AUDIENCE

Target Audience

• General public• Young people• Schools• Companies• First Aiders• Volunteers• Beach-goers• Friends & family

LESSONS LEARNT: APP DEVELOPMENT

Adaptation: long and intensive process, typically requiring one year Volunteers and employees worked on app in addition to their existing workload Lack of finances to employ additional employees Difficulties related to multiple languages/ alphabets

Country specific issues: Translation and implementation of particular languages Number of languages hosted by the app Cross-checking the app against local legislation and context

Testing Internally by the project team

An example of the app development

process

LESSONS LEARNT: APP ROLL OUT & MARKETING

Limited budget for roll out increased reliance on free marketing channels

Apps were often launched and/or promoted in relation to a key event (e.g., World First Aid Day)

Promotion of the First Aid App was limited beyond the initial launch period

LESSONS LEARNT: MEASURING SUCCESS

Success is related to: Increasing public awareness of first aid Increasing mobile-based bookings (BRC) Positive feedback on the app Number of downloads The location of users The number of active users in a given time period Use in real emergency situations Releasing the app in multiple languages Connecting with young people Enhancing the image of the organization

Success measured using

Google Analytics and User Feedback

Barriers to measuring success:• Lack of resources• Lack of expertise in

using Google Analytics

• Google Analytics perceived as complicated to use

• Use of alternative software to share the app (e.g., Zapya)

COUNTRY SNAPSHOT: ICELAND, IRELAND & MALTA

Iceland Ireland MaltaMotivations for app adoption

Cost-effective, useful in an emergency, novelty, reaches a wider audience, is always available, acts as refresher, suitable language and technology

Provided with assistance, spread awareness of first aid, local version, cost-effective, good value for the end-user

GDPC provided support, inspiration from other Red Cross apps, boost first aider confidence, local app version, spread awareness of first aid

Marketing efforts Media coverage, creation of cartoon character, advertised on 90th anniversary, 4 short films, social media, promotion in first aid book and teaching material, first aid courses, emails to companies, banners

Week long campaign, promotion on local media, distribution of leaflets, customized t-shirts, advertised in blogs and mainstream magazines, social media, organization website

TV, radio and local newspapers, advertised during event with President of Malta, social media, first aid courses, word of mouth, safety sessions in schools

Measuring success Feedback collected during training courses

Recorded downloads and number of return users, feedback from students and Google Play

Google Analytics to measure downloads, user feedback by word of mouth

COUNTRY SNAPSHOT: HONG KONG & MYANMAR

Hong Kong MyanmarMotivations for app adoption

Have a local version of the app, spread awareness of first aid, act as a course refresher and reference guide, to prepare for tests, increase confidence, market organization

Spread awareness of first aid, provide information on coping with disasters, reach out to schools, use as a refresher and reference guide

Marketing efforts Press conference and demonstration of the app to local media, included as part of email signature, distributed first aid badges, YouTube video to promote the app

Promoted on International disaster reduction day, distributed 500 pamphlets, link to the app in first aid courses, link on banners, information booth at shopping malls, distributed in schools

Measuring success Collected comments and feedback

Feedback by word of mouth

COUNTRY SNAPSHOT: CZECH REPUBLIC, SWITZERLAND & ISRAEL

Czech Republic Switzerland IsraelMotivations for app adoption

Access to young people, being interactive, new methods of training, provide new information quickly, to be more trendy

High quality of the app, another way of e-learning, provides information in Romansch, first aid education for the general public.

Give users a sense of safety and security, reach young people, increase chance of people providing first aid, market the organization

Marketing efforts Printed publications, banners at schools and universities, billboard banners, television advertisements, collaboration with Czech airlines and insurance companies, YouTube

PR release, contact with 2 radio stations, reported in magazine for donors, advertise in a computer magazine, QR code in all Samaritan letters

PR release, reported on TV shows and talk shows, new features added to maintain interest, advertised on social media, especially Facebook

Measuring success Initial target of 100,000 downloads achieved and feedback received via phone and mail

Google Analytics for number of downloads and for noting favourite first aid topics

Google Analytics accessed every month for user downloads, and types of devices used

COUNTRY SNAPSHOT: MEXICO

High number of disasters and level of crime Most popular first aid topic is bleeding Most downloads and sessions recorded in the capital User feedback

iOS – 91% positive reviews Android – 99% positive reviews

Analysis indicates that Hurricane Patricia (2015) impacted on user engagement with the app

A COMPARATIVE ANALYSIS OF GOOGLE ANALYTICS DATA

The final report includes analysis related to smartphone penetration rates Users typically represented 0.3 – 0.7% of the population (with the exception of Iceland and Myanmar) Screens visited per session range from approximately 7 (Iceland) to 14 (Myanmar) High rate of crashes in the first period, decreasing significantly in the second period Burns was the most popular topic in 5 out of 9 countries Analysing the impact of 18 critical events on app use and engagement in the 9 countries, showed that 6 out of 18 events significantly

affected user engagement

Country Population size

(approx. millions)

# of new users

New users as a % of the

population (Approx.)

# of sessions

Total screen views

Average session

duration (minutes)

Screens per

session

%of crashes

Czech Republic 10.5 45,327 0.43 118,078 875,915 02:29 7.42 3.8% Hong Kong 7.1 22,797 0.32 85,897 852,897 02:54 9.92 2.3%

Iceland 0.3 11,902 3.97 34,891 244,891 02:44 7.02 3.8% Ireland 4.8 11,234 0.23 37,238 268,509 02:16 7.21 2.3% Israel 8 57,653 0.72 174,952 1,346,531 02:26 7.7 10.5% Malta 0.4 2,804 0.7 12,848 105,374 02:25 8.2 0.7%

Mexico 121.7 94,907 0.08 312,405 2,704,290 02:50 8.66 2.1% Myanmar 56.3 6,108 0.01 18,906 255,793 02:41 13.53 1%

Switzerland 8.1 25,080 0.31 95,506 693,920 01:58 7.27 0.5%

INSIGHTS FROM OTHERS: THE BRITISH RED CROSS, GLOBAL FIRST AID REFERENCE CENTRE & THE GDPC

British Red Cross Wide range of marketing activities undertaken with a small budget - six month target of 30,000 downloads achieved in 9 days Success is related to reach, engagement and educational effectiveness Advice for others: gain buy-in of trainers and educators, develop a robust plan and encourage users to rate the app and leave

commentsGFARC App is being used to launch the first aid survey worldwide during February 2016 Potential inconsistencies between app content and the content of taught first aid courses

The GDPC confirmed that the app content is most up to date There is the potential for finalized versions of the First Aid App to conflict with GFARC feedbackGDPC The GDPC continuously look to improve the app (e.g., cross-border travel feature) The GDPC have a wide range of resources available to support National Societies in the adoption of the First Aid App Interested in making the app self-sustainable over time

RECOMMENDATIONS FOR THE GDPC

Broadly promote the GDPC’s role in the Universal App Program

Continue supporting National Societies interested in developing disaster preparedness or baby and child content

Support National Societies in the use of Google Analytics

Consider commissioning further research

RECOMMENDATIONS FOR NATIONAL SOCIETIES

CRITERIA FOR SUCCESS FACTORS

User• Acquisition• Engagement• Retention• Quality metrics

Host Organization• Commitment• Communication

infrastructure

Host Country• Infrastructure of

the host country• Local First Aid

App market• Threat level in

the host country• Political issues

DISSEMINATION OPPORTUNITIES

FURTHER INFORMATION

Results: Final report: http://goo.gl/1VdcTR Briefing paper: http://goo.gl/c9nvKH

Questions?