Data Points: The Eyes Have It

What all those pinches and swipes mean for tablet publishers

How do people choose to read on a tablet, and how do they actually read once they choose? Poynter conducted eye-track testing on 36 people during the summer of 2012 and identified some interesting behaviors that have implications for publishers seeking to increase time spent with their apps. People liked to touch the screen while reading, suggesting that story forms that are interactive will keep them engaged longer. The more people looked at before deciding on what to read, the more likely they were to read a story to completion. And as for those supposedly attention-deficit young readers, Poynter found that this group might take longer to find what they want, but once they do, they tend to read as much as their older counterparts do.