p2pnet - rss feed: Net readers beat print readers
p2pnet.net news:- “The reading-deep phenomenon is even stronger online than in print,” says the EyeTrack07 survey by the Poynter Institute, a Florida journalism school.
“At a time when readers are assumed to have short attention spans, especially those who read online, this qualifies as news.”
It certainly does, especially considering more and more people are going online every day, launching blogs, using IM, chatting, sending emails, podcasting, you name it.
Individuals and groups aren’t only better informed than they’ve ever been before, for the first time, they’re also able to both effectively pass information along, almost instantly, and, routinely by-pass the traditional, and previously sole, sources of information, with all that implies.
And they’re retaining more of what they learn than their counterparts who still rely on the corporate controlled media.
“We’ve tested nearly 600 regular readers in four US markets,” says Sara Quinn, visual journalism faculty member of The Poynter Institute and director of the Poynter EyeTrack07 project. “We’ve tested readers of the Rocky Mountain News in Denver, The St. Petersburg (Fla.) Times, the Star Tribune of Minneapolis and the Philadelphia Daily News.”
The study also found subjects paid more attention to Q&As or lists, and preferred news pix over “staged” or “studio pictures”.
Subjects were broken into two age groups: 56% were aged 18 to 41, and 44% were 42-65, their average age being 39.
Some 49% were women and 51% men, and they read that day’s edition either in print or online over 30 publication days.
“To be clear, subjects read the paper for a total of 15 minutes while they wore eye tracking glasses that recorded their gaze,” says Quinn, “but subjects reported that the experience was comfortable and they were able to read as they would normally. These were regular readers of the publications.”
On average, online readers read 77% of what they chose to read, broadsheet readers read an average of 62% and tabloid readers read an average of 57% and, “nearly two-thirds of online readers, once they chose a particular item to read, read ALL of the text.”
The first eye track study in 1991 found larger headlines and photos drew the most attention, and the finding was supported this time around, says Quinn,k adding:
“And larger headlines and photos got dramatically more attention than smaller headlines and photos. In fact, they were the first points of entry in print.
“But online is different. It’s navigation bars, teasers and story lists that get primary attention.”
JN
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