EyeTrack07 - Online and Offline Reader Behavior

    Poynter EyeTrack07 study results - the gaze of 600 readers who viewed newspapers and texts on the monitor ( via ) was recorded . To everyone's surprise, it turned out that on-line readers read a large proportion of the selected texts. You can download PDF files - presentation and short version .

    Conclusions (augmented translation from GroovyMarketing):
    1. Readers read a large portion of the text online — on average they read 77% of what they chose to read. Readers of large-format newspapers - on average 62%, readers of tabloid tabloids - 57%. Observed read texts of all formats almost completely, even more than expected. Two-thirds of online readers who select a particular article have read the full text.
    2. People read in 2 ways: sequentially or by scanning. About 75% of off-line readers read sequentially. Of online readers, half scans, half scans sequentially. But what type would online readers not belong to, they read about the same amount of text.
    3. Alternative forms of presentation of the text help people understand and remember the material they read. These can be questions and answers, chronological tables, short blocks, lists. Such non-standard elements concentrated on themselves more attention. Readers of large-format newspapers paid 30% more attention to alternative forms of presenting textual information.
    4. Large headlines and large photographs in print attracted more attention - they are looked at first of all. But online readers paid more attention to navigation panels and teasers.

    5. Photos of real people, documentary photos attracted more attention than staged or studio photos. Black and white photographs attract 20% less attention than color photographs. Photos of authors of articles in the “for passport” style were of little interest.

    So what happens. On-line readers are more grateful - they will read almost the entire text if they want. You can attract them not only with the headline, they pay attention to navigation (most likely - to the overall design of the site), and to information teasers. Blog


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