Surprise: Study Finds Online Users Finish More Stories Than Print Readers

SURPRISE: STUDY FINDS ONLINE USERS FINISH MORE STORIES THAN PRINT READERS
[SOURCE: Editor&Publisher, AUTHOR: Joe Strupp]
In a surprise finding, online readers finish news stories more often than those who read in print, according to the Poynter Institute’s Eyetrack study released Wednesday at the American Society of Newspaper Editors conference here. When readers chose to read an online story, they usually read an average of 77% of the story, compared to 62% in broadsheets and 57% in tabloids. The research also found that 75% of print readers are methodical in their reading, which means they start reading a page at a particular story and work their way through each story. Just 25% of print readers are scanners, who scan the entire page first, then choose a story to read. Online, however, about half of readers are methodical, while the other half scan, the report found. The survey also revealed that large headlines and fewer, large photos attracted more eyes than smaller images in print. But online, readers were drawn more to navigation bars and teasers.
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