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Our readers:
100 subjects at each location

  years of age  Men
  years of age  Women

The average age was 39 years
100 subjects at each location

GENERALLY READS PRINT OR

om mous OF mmm Some college 87%
 1 - 3 times a week  

 4 or more...
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Poynter EyeTrack07

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Major findings
How much was read?
1. In all formats — people chose what they wanted to read 
and they read a lot.  Even more than

we thought they would. 

...
Most surprising:  A much larger percentage of story text
was read online than in print. 

 
           

     
 

      
 ...
On average,  online readers read 77 percent
of what they chose to read. 

  
 
 

Tabloid 57 percent
Broadsheet 62 percent...
Nearly two-thirds of online readers,  once they chose

a particular item to read,  read ALL of the text. 

        

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Major finding:  How much was read

Online
readers
read an
average
of 77% of
what they
chose to
read. 

 

 

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Jumps really were read. 

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...
Tabloid readers,  on average,  read a higher percentage of
jumped story text than broadsheet readers. 

Scruggs:  TV,  mov...
What influences reading?
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Reading style
age? ??

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Methoclical
Scanning
Methodical readers tend to: 

Read from top to fi ‘“*“"'f* , V/7 ;  '~, ‘‘, ll. f,‘T_~ 
.  - ‘ ~  . 

bottom,  without ,  ...
Scanning readers tend to: 

Scan pages, 
headlines and
other display
elements without
much text reading

Read part of a
st...
2. About 75 percent of print readers tended to be
methodical in their reading.
2. About 75 percent of print readers tended to be
methodical in their reading. 

 

About half of the online readers were ...
Online,  there was very little difference in the amount of text
read between methodical readers and scanners. 

METHODICAL...
Online,  there was very little difference in the amount of text
read between methodical readers and scanners. 

METHODICAL...
Online,  there was very little difference in the amount of text
read between methodical readers and scanners. 

METHODICAL...
Online,  there was very little difference in the amount of text
read between methodical readers and scanners. 

METHODICAL...
Online,  there was very little difference in the amount of text
read between methodical readers and scanners. 

METHODICAL...
Online,  there was very little difference in the amount of text
read between methodical readers and scanners. 

METHODICAL...
Alternative story forms
3. In our prototype test,  we found that things like a Q&A,  a
timeline,  a fact box or a short list helped readers unders...
Subjects read one of six different versions of a story. 
Each version included identical information — fact for fact, 
but...
Story forms,  like a Q&A,  a timeline,  a fact box or a list -
drew a higher amount of visual attention,  compared to
regu...
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On average,  we saw 15 percent more attention to what
we call alternative story forms than to regular text in print. 
This...
How are these
numbers figured?
When we say that an element drew more attention we mean it
attracted more “eye stops” than we might have expected. 

TOTAL...
Here's an example: 

TOTAL #OF %
AVAILABLE EYESTOPS SEEN

Large photos 20 10 50%
Small photos 100 20 20%
Here's an example: 

TOTAL #OF %
AVAILABLE EYESTOPS SEEN

Large photos 20 10 50%
Small photos 100 20 20%
Here's an example: 

TOTAL #OF %
AVAILABLE EYESTOPS SEEN

Large photos 20 10 50%
Small photos 100 20 20%
What's looked at first?
4. In print,  readers looked at large headlines and photos first —
and these got dramatically more attention than smaller
...
But online,  readers go for navigation bars,  teasers and other
things that we consider to be directional devices. 

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5. Color photos draw more attention in broadsheet. 
Black and white photos receive 20 percent less attention than
you migh...
In print,  live,  documentary news photos got more attention
than staged photos.  Studio or staged photos received much le...
Mug shots got relatively little attention. 

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Online, there was very little
Online, there was very little
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Online, there was very little Poynter Eyetracking study March 07

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Online, there was very little difference in the amount of text
read between methodical readers and scanners.

METHODICAL SCANNER

Online (77%) 78% 77%

Broadsheet (62%) 65% 57%

Tabloid (57%) 66% 45%

Published in: Education, Technology

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