Miratech performed an interesting study, comparing how we read articles on the iPad and on an actual print newspaper. Using eye-tracknig technology they found out that readers are more likely to skim over articles on an iPad than in a newspaper. Reading time is pretty much the same, and the iPad and the newspaper readers showed Identical gaze patterns. Newspaper readers are more likely (by 20%) to actual retain the information they read.
t’ll be very interesting to see the results of such a study performed on a Kindle as well (or a different e-paper e-reader). Here are a couple of videos showing eye gaze patterns on the iPad and on a print newspaper:
Via E-Ink-Info
If it is true that “Reading time is pretty much the same, and the iPad and the newspaper readers showed Identical gaze patterns,” then I fail to see any way in which it can be said that “…readers are more likely to skim over articles on an iPad than in a newspaper.”
To skim, as opposed to read, means to hasten the reading time by using a distinct gaze pattern, does it not? Isn’t the shorter read time the goal of skimming, and isn’t it true that the process is named by reference to the gaze pattern?
Label me confused.
Pretty pictures and diagrams does not a rigorous study make. Or a white paper. Who exactly sponsored this study?
Anyway… Based on what little info they give about methodology….
A person reads a newspaper article, in the physical newspaper. They THEN read it again on an iPad. I’m not surprised they skimmed it when reading it a second time.
And how were information retention rates determined? Hours? Minutes later? What was the tool used to test this?
I’m assuming they used an iPad because it would get more attention. And it was easier to find test subjects.They should have used more than one kind of similar device for this. Or explained why only an iPad was used.