How Digital News is Consumed

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A presentation I gave to Modern Healthcare staff.

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How Digital News is Consumed

  1. 1. How Digital News is Consumed Gonzo Schexnayder
  2. 2. F-Shaped Reading Pattern "F for fast. Thats how users read your precious content. In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern thats very different from what you learned in school." - Jakob Nielsen, Nielsen Norman Group
  3. 3. F-Shaped Newsletters, Too "...users are extremely fast at both processing their inboxes and reading newsletters: the average time allocated to a newsletter after opening it was only 51 seconds. "Reading" is not even the right word, since participants fully read only 19% of newsletters. The predominant user behavior was scanning. Often, users didnt even scan the entire newsletter: 35% of the time, participants only skimmed a small part of the newsletter or glanced at the content." - Jakon Nielsen
  4. 4. MH is Designed for this Behavior Screenshot of home page and article showing layout.
  5. 5. "The Scent of Information" "...beyond the user’s explicit target content, we never see them show any interest in the other available content on the site...users are always on specific missions when they come to sites." - Jarod Spool, User Interface Engineering (UIE)
  6. 6. How Much Time Do They Give Us? "...about 25 seconds, plus an additional 4.4 seconds per 100 words...on an average visit, users read half the information only on those pages with 111 words or less." - Jakob Nielsen
  7. 7. Scent-Rich Assistance ● Keyword-Rich Headlines ● The Lead ● Article Tags ● Related Content Boxes ● Related Articles ● Subheads ● Bulleted Lists ● Images ● Graphs & Charts ● Buttons ● Underlined LinksAnd, of course... ● Relevant Advertising
  8. 8. Why Do We Read So Little?
  9. 9. Multiple Screens Only Increasing "One study, by the University of Utah, found that productivity among people working on editing tasks was higher with two monitors than with one." "The study was financed "...toggling time among with about $50,000 from windows on a single screen... NEC Display." can save about 10 seconds for every five minutes of work."
  10. 10. If Its Not Tied to a Desk, Its Mobile"8.5 percent of internet visits came from mobile devices in2011" - StatCounterTwo points: (1) Doubled in 2011; (2) Doesnt count tablets.Mobile vs. toothbrushes and world population 
  11. 11. Mobile by Apple and Android Smartphones: Apple       47.3% Android    29.6% Smartphones:  7 years = 40 million  Tablets:          2 years = 40 million - Comscore
  12. 12. Apple Rules Tablets"Apple willcommand 73.4%of the "mediatablet" marketthis year,shipping nearly47m devices, upfrom 14.6m in2010.""Tablet computers will see an explosion in sales over thenext four years, selling 60% as many units as PCs by 2015 –and Apples iPad will still have almost half the market bythen." - Gartner Group
  13. 13. 1/3 of U.S. own Tablet or e-ReaderOwn Tablet: Dec. 11: 10%Jan. 12: 19%Own e-Reader: Dec. 11: 10%Jan. 12: 19%Own One: 29%- Pew Research Center
  14. 14. Tablet Owners Read News"About 11% of Americanadults now own a tablet,according to recent datafrom Pews Project ForExcellence in Journalism. Alarge majority (77%) of thosetablet owners use them everyday and more than halfconsume news content fromthe devices." - Pew Research Center, April2011
  15. 15. Tablet Owners Read in the Browser"About 11% of American adults now own a tablet,according to recent data from Pews Project ForExcellence in Journalism. A large majority (77%) of thosetablet owners use them every day and more than halfconsume news content from the devices." - Pew Research Center, April 2011
  16. 16. Tablet Owners Read Brands"People turn to a fairly narrow range of sources on theirtablets -- sources that tend to be well-known nationalbrands."- Pew Research Center, April 2011
  17. 17. MH was on the iPad from Day One This is a screenshot of ModernHealthcare.com in the Safari Browser on an iPad. You dont have to download it from iTunes, it uses the same id and password, and it works.
  18. 18. MH Magazine on Every OS PressReader uses same ID and password as website. iOS and Android apps in 2nd QTR 2012
  19. 19. MH is on Every Kindle Kindle Kindle Touch Kindle Fire Kindle Keyboard Kindle DX Kindle (2nd Generation) Kindle (1st Generation) Kindle for iPad (v.2.9+) Kindle for iPhone (v.2.8+) Kindle for Android
  20. 20. Why Advertising on MH Matters Context and relevance are important to consumers. Advertising that has context and relevance is welcomed. Modern Healthcare gives advertising from the Healthcare Business both context and relevance. "...if advertising went away, many subjects were unable to describe what could replace the function of advertising in their lives." "..attracted to offers that were relevant to his life and interests. Others in the study also gave into advertising that had direct meaning to their lives." "A New Model of Communication," Associated Press, 2009
  21. 21. Targeting is King The whole C-Suite makes decisions now, not just the CEO, CFO or CIO. If youre selling to the whole C-suite, you need to be able to reach all of the C-suite with your message. Modern Healthcare targets the whole C-suite. And we can hyper-target, too. :)
  22. 22. Modern Healthcare is Everywhere OurReaders Need Us to Be ● Print ● Kindle ● Web ● PDF ● Mobile  ● Email (SmartPhone) ● LinkedIn ● Mobile ● Facebook (Blackberry) ● Twitter ● Tablets  ● RSS ModernHealthcare.com/Everywhere
  23. 23. Read More About It Jakob Nielsen, "The grandfather of usability" http://www.useit.com Nielsen Norman Group www.nngroup.com/ Jared Spool www.uie.com Pew Research Centers Project for Excellence in Journalism "The Tablet Revolution" www.journalism.org/analysis_report/tablet Pew Internet Research www.pewinternet.org/Reports/2012/E-readers-and-tablets.aspx ComScore: 2012 U.S. Digital Future in Focus www.comscore.com/2012USDigitalFutureInFocus "Digital Omnivores: How Tablets, Smartphones and Connected Devices are Changing U.S. Digital Media Consumption Habits" comScore, October 2011
  24. 24. Read More About It "Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period" - Pew Research Center, January 23, 2012 "Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know" by Sucharita Mulpuru, Forrester, February 7, 2012 "iPad to dominate tablet sales until 2015 as growth explodes, says Gartner" - Charles Arthur, The Guardian, September 22, 2011 "A New Model for News: Studying the Deep Structure of Young-Adult News Consumption" Associated Press, 2008 "A New Model for Communication: Studying the Deep Structure of Advertising and News Consumption" Associated Press, 2009
  25. 25. Additional Information
  26. 26. MH Competes Even with PaywallOur major competitors have wide open sites. They dont know who visitstheir sites, they dont require registration, they dont care if youre a PPCsweatshop in Bengaldesh. Most of our content requires a website registrationor a paid subscription, yet we beat and compete our competition on trafficevery month, month after month.
  27. 27. Newsletters Make it EasyAll MH newsletters use linksthat give readers immediateaccess to the news, butpreserve the paywall. Why? ● Readers get the news they need now. ● Advertisers get engaged readers. ● MH articles are more social network-friendly ● MH knows our readers, who want our news enough to give us their valuable information.http://www.modernhealthcare.com/article/20120217/NEWS/302179955?AllowView=VW8xUmo5Q21TcW...
  28. 28. GAAF Rules the Future ● Nearly half of web shoppers start their online research process on either Amazon or a search engine like Google. Search engines (namely Google) are the first place that consumers researching financial services products go to. ● Forty-seven percent of the world’s Internet traffic visits Google daily, and 43% do the same on Facebook. ● Twenty-one percent of iPhone owners and 49% of iPad owners purchase physical products on these Apple devices. ● Forty-seven percent of online shoppers agree that social media (e.g., Facebook) posts by friends including “likes” by friends are helpful to discover new brands, trends, or retailers.

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