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Monday, May 23, 2011

Readers are more likely to skim over articles on an iPad than in a newspaper

Miratech's study analyzes the differences between iPad and newspaper reading patterns. We asked a representative sample of participants to read similar information from a printed newspaper, and from its iPad version. Half the participants were asked to read the iPad first and the other half were asked to read the newspaper first.

Photo: Miratech
Participants in the study were already iPad users, so we avoided any bias associated with learning how to use the iPad (discovering the functions, playing with the zoom, etc.).

They were allowed to freely manipulate both the paper and iPad versions, and we monitored their behavior as they read. We used eye tracking technology to follow their gaze path. After reading, we measured how well they remembered the articles and ads.
See the results here. 

Eye tracking on iPad

Eye Tracking on newspaper