{"id":5378,"date":"2022-01-11T00:15:00","date_gmt":"2022-01-11T04:15:00","guid":{"rendered":"http:\/\/www.wyliecomm.com\/?p=5378"},"modified":"2022-03-30T06:45:57","modified_gmt":"2022-03-30T10:45:57","slug":"skimming-text","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/","title":{"rendered":"People are skimming text on tablets"},"content":{"rendered":"<h2>Insights from Poynter\u2019s EyeTrack study<\/h2>\n<p>Call it the bailout point.<\/p>\n<p>People reading news on an iPad spent an average of 78.3 seconds on stories that they didn&#8217;t finish. That&#8217;s according to EyeTrack: Tablet, The Poynter Institute&#8217;s latest eyetracking study.<\/p>\n<figure id=\"attachment_28720\" aria-describedby=\"caption-attachment-28720\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28720\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/skimming-text\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skimming-text\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tablet tasks&lt;\/strong&gt; People reading news on an iPad spend about 78 seconds on stories they don\u2019t finish. Give readers a reason to stay.  &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hands-holding-black-tablet-isolated-on-1577816347&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Yeti studio&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png\" alt=\"Skimming text\" title=\"Skimming text\" width=\"450\" height=\"300\" class=\"size-full wp-image-28720 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text-300x200.png 300w\" data-sizes=\"(max-width: 450px) 100vw, 450px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 450px; --smush-placeholder-aspect-ratio: 450\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"28720\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/skimming-text\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png\" data-orig-size=\"450,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skimming-text\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Tablet tasks&lt;\/strong&gt; People reading news on an iPad spend about 78 seconds on stories they don\u2019t finish. Give readers a reason to stay.  &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/hands-holding-black-tablet-isolated-on-1577816347&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Yeti studio&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text-300x200.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png\" alt=\"Skimming text\" title=\"Skimming text\" width=\"450\" height=\"300\" class=\"size-full wp-image-28720\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text.png 450w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2020\/10\/skimming-text-300x200.png 300w\" sizes=\"(max-width: 450px) 100vw, 450px\" \/><\/noscript><figcaption id=\"caption-attachment-28720\" class=\"wp-caption-text\"><strong>Tablet tasks<\/strong> People reading news on an iPad spend about 78 seconds on stories they don\u2019t finish. Give readers a reason to stay.  <a href=\"https:\/\/www.shutterstock.com\/image-photo\/hands-holding-black-tablet-isolated-on-1577816347\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by Yeti studio<\/em><\/a><\/figcaption><\/figure>\n<p>So what&#8217;s a writer to do or webmaster to do?<\/p>\n<p>Place a &#8220;<a class=\"locked\" target=\"_blank\" href=\"https:\/\/revvingupreadership.com\/2020\/03\/specific-details-in-writing\/\" rel=\"noopener noreferrer\">gold coin<\/a>&#8221; at the bailout point to keep people reading, Poynter researchers suggest. That could be a provocative question, a juicy detail, a plot twist or another element to regain interest.<\/p>\n<p>If people read at an average of <a class=\"locked\" target=\"_blank\" href=\"https:\/\/revvingupreadership.com\/2020\/03\/estimated-reading-time\/\" rel=\"noopener noreferrer\">200 words per minute<\/a>, that means you&#8217;d put a gold coin about 250 words in.<\/p>\n<p>Other bailout points to be aware of:<\/p>\n<ul>\n<li>People spent an average of <b>98.3 seconds <\/b>on the first story they read on an iPad.<\/li>\n<li>People <b>watch videos<\/b> for an average of <b>1:15 to 1:30<\/b>.<\/li>\n<\/ul>\n<p align=\"center\"><b>Bottom line: Overcome the bailout point.<br \/>\nGive readers a reason to stay.<\/b><\/p>\n<p>Here are eight other findings from Eyetrack: Tablet.<\/p>\n<h3>1. Design for reading and scanning.<\/h3>\n<p>Half of online &#8220;readers&#8221; actually scan. Same&#8217;s true of iPad &#8220;readers.&#8221; Of the total audience in the EyeTrack: Tablet study:<\/p>\n<ul>\n<li><b>52% scanned<\/b><\/li>\n<li><b>48% read<\/b> methodically<\/li>\n<\/ul>\n<p>But break out older and younger readers, and those numbers change. The Poynter Institute looked at two different demographics for this study.<\/p>\n<figure id=\"attachment_16111\" aria-describedby=\"caption-attachment-16111\" style=\"width: 480px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16111\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/write-and-design-for-ipads\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg\" data-orig-size=\"480,360\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"write-and-design-for-ipads\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads-300x225.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg\" alt=\"Write and design for ipads\" title=\"Write and design for ipads\" width=\"480\" height=\"360\" class=\"size-full wp-image-16111 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads-300x225.jpg 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads-400x300.jpg 400w\" data-sizes=\"(max-width: 480px) 100vw, 480px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 480px; --smush-placeholder-aspect-ratio: 480\/360;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"16111\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/write-and-design-for-ipads\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg\" data-orig-size=\"480,360\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"write-and-design-for-ipads\" data-image-description=\"\" data-image-caption=\"\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads-300x225.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg\" alt=\"Write and design for ipads\" title=\"Write and design for ipads\" width=\"480\" height=\"360\" class=\"size-full wp-image-16111\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads.jpg 480w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads-300x225.jpg 300w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/write-and-design-for-ipads-400x300.jpg 400w\" sizes=\"(max-width: 480px) 100vw, 480px\" \/><\/noscript><figcaption id=\"caption-attachment-16111\" class=\"wp-caption-text\"><strong>78.3 seconds and out<\/strong> People reading news on an iPad spent about 78 seconds on stories they didn&#8217;t finish. To overcome this bailout point, give readers a reason to stay.<\/figcaption><\/figure>\n<p><b>Digital natives.<\/b> These 18- to 28-year-olds are among the first adults who don&#8217;t have strong memories of life before digital media. Of this group:<\/p>\n<ul>\n<li><b>75% scanned<\/b><\/li>\n<li><b>25% read<\/b> methodically<\/li>\n<\/ul>\n<p><b>PrintNets.<\/b> These 45- to 55-year-olds have one foot in the print world, the other in the &#8220;Net&#8221; world. Of this group:<\/p>\n<ul>\n<li><b>24% scanned<\/b><\/li>\n<li><b>76% read<\/b> methodically<\/li>\n<\/ul>\n<p>Now, don&#8217;t decide that young people and scanners have attention deficit disorder: These folks spent as much time as older people and methodical readers absorbing information \u2014 they just did it differently.<\/p>\n<p>&#8220;It&#8217;s the style, not the degree, of consumption,&#8221; says David Stanton, managing developer at Smart Media Creative, who worked on the study.<\/p>\n<p>Mario Garcia goes further.<\/p>\n<p>&#8220;There&#8217;s a scanner inside every methodical reader,&#8221; says the CEO of Garcia Media and founder of the Graphics &amp; Design program at The Poynter Institute for Media Studies.<\/p>\n<p>The reverse is also true: Scanners often read methodically once they find what they&#8217;re looking for.<\/p>\n<h3>2. Alert! Beware of distractions.<\/h3>\n<p>Not 99%, but 100% of study participants responded to alerts instantly, says Sara Quinn, Poynter Visual Journalism faculty member who directed EyeTrack: Tablet.<\/p>\n<p>Just a reminder that all tablet readers are distracted readers.<\/p>\n<h3>3. Marry images and headlines for navigation.<\/h3>\n<p>EyeTrack: Tablet tested three navigational templates. In an exit interview, participants ranked them:<\/p>\n<p><b>1. Carousel<\/b> \u2014 <b>50% <\/b>of study participants preferred this template.<\/p>\n<p>Like NPR and Pulse, the carousel template offers an appetizing buffet of photos and headlines.<\/p>\n<p>Downside: Because there&#8217;s no editorial hierarchy, this approach may be overwhelming.<\/p>\n<figure id=\"attachment_5408\" aria-describedby=\"caption-attachment-5408\" style=\"width: 576px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5408\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/rur_130200-8\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg\" data-orig-size=\"576,451\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (8)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;FAIR AND SQUARE&lt;\/strong&gt; Most participants preferred this carousel navigational design.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8-300x234.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5408 lazyload\" alt=\"carousel navigational design\" title=\"Carousel navigational design is preferred\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg\" width=\"576\" height=\"451\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8-300x234.jpg 300w\" data-sizes=\"(max-width: 576px) 100vw, 576px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 576px; --smush-placeholder-aspect-ratio: 576\/451;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5408\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/rur_130200-8\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg\" data-orig-size=\"576,451\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (8)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;FAIR AND SQUARE&lt;\/strong&gt; Most participants preferred this carousel navigational design.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8-300x234.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5408\" alt=\"carousel navigational design\" title=\"Carousel navigational design is preferred\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg\" width=\"576\" height=\"451\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-8-300x234.jpg 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/noscript><figcaption id=\"caption-attachment-5408\" class=\"wp-caption-text\"><strong>FAIR AND SQUARE<\/strong> Most participants preferred this carousel navigational design.<\/figcaption><\/figure>\n<p><b>2. Traditional<\/b> \u2014 <b>35%<\/b> of study participants preferred this template.<\/p>\n<p>Like <i>The Boston Globe <\/i>and <i>The New York Times<\/i>, it offers a dominant photograph and lead headline, plus headlines for each of the other stories in the publication. Readers can find stories under four headings: news, sports, business and life.<\/p>\n<p>Downside: Readers can&#8217;t see all the stories on offer.<\/p>\n<figure id=\"attachment_5409\" aria-describedby=\"caption-attachment-5409\" style=\"width: 576px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5409\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/rur_130200-9\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg\" data-orig-size=\"576,448\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (9)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;HIT THE HEADLINES&lt;\/strong&gt; This traditional tablet newspaper design ranked second among study participants.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9-300x233.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5409 lazyload\" alt=\"traditional tablet newspaper design\" title=\"Traditional tablet newspaper design ranked second\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg\" width=\"576\" height=\"448\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9-300x233.jpg 300w\" data-sizes=\"(max-width: 576px) 100vw, 576px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 576px; --smush-placeholder-aspect-ratio: 576\/448;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5409\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/rur_130200-9\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg\" data-orig-size=\"576,448\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (9)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;HIT THE HEADLINES&lt;\/strong&gt; This traditional tablet newspaper design ranked second among study participants.&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9-300x233.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5409\" alt=\"traditional tablet newspaper design\" title=\"Traditional tablet newspaper design ranked second\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg\" width=\"576\" height=\"448\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-9-300x233.jpg 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/noscript><figcaption id=\"caption-attachment-5409\" class=\"wp-caption-text\"><strong>HIT THE HEADLINES<\/strong> This traditional tablet newspaper design ranked second among study participants.<\/figcaption><\/figure>\n<p><b>3. Tile<\/b> \u2014 <b>15%<\/b> of study participants preferred this template. Like Flipboard, this template offers four images that highlighted one story from each category, but no headlines.<\/p>\n<p>Downside: The lack of headlines made the stories in this template &#8220;mystery meat,&#8221; said one study participant.<\/p>\n<p>Researchers felt that this design would have performed better \u2014 maybe best \u2014 if there had been headlines. &#8220;Marrying headlines to photos,&#8221; Garcia says, &#8220;that&#8217;s a glorious union.&#8221;<\/p>\n<figure id=\"attachment_5410\" aria-describedby=\"caption-attachment-5410\" style=\"width: 576px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5410\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/rur_130200-10\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg\" data-orig-size=\"576,449\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (10)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;READ ALL ABOUT IT&lt;\/strong&gt; This tile template was the least preferred, probably because the lack of headlines made these stories &#8220;mystery meat.&#8221;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10-300x233.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5410 lazyload\" alt=\"Tile template design\" title=\"Tile template design least preferred\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg\" width=\"576\" height=\"449\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10-300x233.jpg 300w\" data-sizes=\"(max-width: 576px) 100vw, 576px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 576px; --smush-placeholder-aspect-ratio: 576\/449;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"5410\" data-permalink=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/rur_130200-10\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg\" data-orig-size=\"576,449\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;}\" data-image-title=\"rur_130200 (10)\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;READ ALL ABOUT IT&lt;\/strong&gt; This tile template was the least preferred, probably because the lack of headlines made these stories &#8220;mystery meat.&#8221;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10-300x233.jpg\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg\" tabindex=\"0\" role=\"button\" class=\"size-full wp-image-5410\" alt=\"Tile template design\" title=\"Tile template design least preferred\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg\" width=\"576\" height=\"449\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10.jpg 576w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2013\/02\/rur_130200-10-300x233.jpg 300w\" sizes=\"(max-width: 576px) 100vw, 576px\" \/><\/noscript><figcaption id=\"caption-attachment-5410\" class=\"wp-caption-text\"><strong>READ ALL ABOUT IT<\/strong> This tile template was the least preferred, probably because the lack of headlines made these stories &#8220;mystery meat.&#8221;<\/figcaption><\/figure>\n<p><b>They shop; they buy. <\/b>Study participants looked at 18 elements, on average, in the navigation before choosing the first story to read.<\/p>\n<p>The more elements they reviewed before choosing, the further they read into the story. In fact, people who didn&#8217;t finish reading their first story looked at only nine items before choosing.<\/p>\n<p><b>4. Design for swipers, not scrollers.<\/b><\/p>\n<p>The current tablet design convention is to swipe to switch stories, scroll to read them. But participants in this study showed an overwhelmingly strong preference for swiping, at least in photo slide shows.<\/p>\n<p>Participants handed an iPad in:<\/p>\n<ul>\n<li><b>Landscape orientation<\/b> swiped 93% of the time<\/li>\n<li><b>Portrait<\/b> <b>orientation<\/b> swiped 82% of the time<\/li>\n<\/ul>\n<p>Garcia sees a movement toward design for swiping not only between but also within stories.<\/p>\n<p>&#8220;Scrolling is so online,&#8221; he says, &#8220;so like 50 minutes ago.&#8221;<\/p>\n<p><b>5. Think landscape, not portrait.<\/b><\/p>\n<p>In exit interviews, participants expressed a strong preference for holding a tablet in horizontal, or landscape, orientation.<\/p>\n<ul>\n<li><b>79% preferred landscape <\/b>orientation<\/li>\n<li><b>30%<\/b> <b>preferred portrait <\/b>orientation<\/li>\n<\/ul>\n<p>Why?<\/p>\n<p>Because that&#8217;s the best way to watch videos, they said.<\/p>\n<p>Best practice remains offering readers the chance to choose. But if you don&#8217;t have the resources to create apps in both modes, think landscape, not portrait, orientation.<\/p>\n<p><b>6. Don&#8217;t get rid of &#8216;the chrome.&#8217;<\/b><\/p>\n<p>Designers prefer to get rid of &#8220;the chrome,&#8221; the native navigation in browsers. Readers, on the other hand, prefer to use their browser buttons instead of navigational tools build into the content frame.<\/p>\n<ul>\n<li><b>65% used &#8220;native controls&#8221;<\/b> \u2014 the browser&#8217;s back button instead of the tools built into the content frame.<\/li>\n<\/ul>\n<p>&#8220;This speaks to the importance of the familiarity of tools,&#8221; Quinn writes. &#8220;People will default to what they know if it\u2019s available.&#8221;<\/p>\n<p><b>7. Focus on photos and faces.<\/b><\/p>\n<p>As with <a href=\"https:\/\/web.archive.org\/web\/20120112020643\/http:\/\/www.poynter.org\/extra\/Eyetrack\/keys_04.html\"target=\"_blank\" rel=\"noopener noreferrer\">earlier eyetracking studies<\/a>, people tended to enter a screen through a dominant element, generally a photograph. Faces in photographs and videos attracted a lot of attention.<\/p>\n<p><b>8. Engage the finger.<\/b><\/p>\n<p>Tablet design adds touch to the <a class=\"locked\" href=\"http:\/\/revvingupreadership.com\/media\/media-mix\/online-media\/\" target=\"_blank\" rel=\"noopener noreferrer\">six key elements of electronic communication<\/a>. Most people keep nearly constant contact with the screen.<\/p>\n<ul>\n<li><b>61% of participants were intimate.<\/b> That is, they kept their finger on the screen constantly \u2014 touching, tapping, pinching and swiping to adjust their view.<\/li>\n<li><b>39% were detached<\/b>. They carefully arranged a screenful of text before sitting back to read.<\/li>\n<\/ul>\n<p>&#8220;Avoid the &#8216;frustrated finger&#8217; when designing for tablets,&#8221; Garcia says. &#8220;Engage the finger as well as the brain and eyes.&#8221;<\/p>\n<h3>About the study<\/h3>\n<p>Using eyetracking gear, observation and exit interviews, Poynter watched 36 people interact for 90 seconds with real news stories on an iPad.<\/p>\n<p>Participants looked at one of three prototypes for the project. Each prototype featured the same 20 stories but had different designs for the front page or entryway. Each story included a text narrative, plus a still photo, graphic, photo gallery, video or pop-up.<\/p>\n<div id='MC-WFWM-RRO' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-2\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Reach Readers Online \u2014 our web-writing workshop, starting Oct. 23-27\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/web-writing-training.png\" alt=\"Reach Readers Online \u2014 our web-writing workshop\" title=\"Reach Readers Online \u2014 our web-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/web-writing-training.png\" alt=\"Reach Readers Online \u2014 our web-writing workshop\" title=\"Reach Readers Online \u2014 our web-writing workshop\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; background-color: #ffffff; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>How can you reach readers where their eyes are?<\/h3>\r\n<p>Web visitors spend 57% above the fold, or on the first screen of a webpage, according to the Nielsen Norman Group. They spend 74% on the first two screens.<\/p>\r\n\r\n<p>Learn how to find out how to reach visitors where their eyes are at <a title=\"Reach Readers Online \u2014 our web-writing workshop\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>Reach Readers Online<\/strong><\/a> \u2014 our web-writing workshop.<\/p>\r\n\r\n<p>There, you\u2019ll learn how to stop dropping the best-read element on your webpage \u2026 how to avoid getting your head cut off on smartphones \u2026 how to get found with Ann\u2019s simple tricks and tools for SEO \u2026 and how to overcome the obstacles to reading on the screen to get the word out on mobile devices.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/writing-classes\/web-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n<p>___<\/p>\n<p>Sources: Sara Dickenson Quinn, David Stanton, Jeremy Gilbert and Mario Garcia; &#8220;EyeTrack: Tablet Research,&#8221; Poynter Institute conference session at the Medill School of Journalism at Northwestern University, Oct. 18, 2012<\/p>\n<p>&#8220;<a href=\"http:\/\/about.poynter.org\/about-us\/press-room\/poynter-unveils-tablet-research-findings-eyetracking-shows-direct-connection-bet\" target=\"_blank\" rel=\"noopener noreferrer\">Poynter Unveils Tablet Research Findings<\/a>: Eyetracking Shows Direct Connection Between Storytelling Form and Engagement,&#8221; The Poynter Institute, Nov. 8, 2012<\/p>\n<p>Sara Dickenson Quinn, &#8220;New Poynter Eyetrack research reveals how people read news on tablets,&#8221; Poynter.org, Oct. 17, 2012<\/p>\n<p>Sara Dickenson Quinn, &#8220;Poynter \u2018EyeTrack: Tablet\u2019 research shows horizontal swiping instinct for photo galleries,&#8221; Poynter.org, May 4, 2012<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Insights from Poynter\u2019s EyeTrack study<\/p>\n","protected":false},"author":6,"featured_media":28720,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[54],"tags":[156,229,113,33],"class_list":{"0":"post-5378","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-web-writing","8":"tag-design-2","9":"tag-online-communications","10":"tag-reach-readers-online","11":"tag-web-writing","12":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>People are skimming text on tablets<\/title>\n<meta name=\"description\" content=\"Tablet tasks: People reading news on an iPad spend about 78 seconds on stories they don\u2019t finish. Give readers a reason to stay\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"People are skimming text on tablets\" \/>\n<meta property=\"og:description\" content=\"Tablet tasks: People reading news on an iPad spend about 78 seconds on stories they don\u2019t finish. 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