Sara quinn poynter_eyetrack_research_atlanta_press_club
-
Upload
sara-quinn -
Category
Documents
-
view
283 -
download
0
Transcript of Sara quinn poynter_eyetrack_research_atlanta_press_club
![Page 1: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/1.jpg)
THE POYNTER INSTITUTE FOR MEDIA STUDIES
@saraquinn
EyeTrack: Tablet Research
![Page 2: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/2.jpg)
How do people choose what to read?
![Page 3: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/3.jpg)
And how do they read, once they choose?
![Page 4: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/4.jpg)
![Page 5: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/5.jpg)
We asked them.
![Page 6: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/6.jpg)
We asked them.
![Page 7: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/7.jpg)
We watched them.
![Page 8: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/8.jpg)
![Page 9: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/9.jpg)
And we looked closelyat how they interactedwith the stories.
![Page 10: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/10.jpg)
![Page 11: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/11.jpg)
Female Male 52% 48%
We tested 36 people who had each used a tablet for at least six months.
THE PEOPLE:
![Page 12: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/12.jpg)
“Digital Natives” “Printnets”
18-28 years old 45-55 years old 48% 52%
We tested two, distinct age groups.
THE PEOPLE:
![Page 13: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/13.jpg)
More people expressed a preference for usinga tablet in a horizontal or landscape orientation.
THE PEOPLE:
30%70%
Landscape Portrait
![Page 14: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/14.jpg)
More people expressed a preference for usinga tablet in a horizontal or landscape orientation.
THE PEOPLE:
30%70%
Landscape Portrait
![Page 15: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/15.jpg)
THE TESTING PROTOCOL:
The eyetracking glasses contained two smallcameras — one that recorded eye movementand another that recorded where the reader looked.
![Page 16: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/16.jpg)
We standardized experience to limit variables.We used one kind of tablet, an iPad presented in landscape orientation on a wedge-like pillow.
THE TESTING PROTOCOL:
![Page 17: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/17.jpg)
We asked them to read for first for five minutes. We wanted them to be comfortable in the testing environment.
THE TESTING PROTOCOL:
![Page 18: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/18.jpg)
Each person then read one of our prototypes for approximately ten minutes.
THE TESTING PROTOCOL:
![Page 19: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/19.jpg)
The Poynter prototypes
![Page 20: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/20.jpg)
Traditional, INSPIRED BY THE BOSTON GLOBE AND THE NEW YORK TIMES
THE PROTOTYPES:
![Page 21: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/21.jpg)
Carousel, INSPIRED BY NPR AND PULSE
THE PROTOTYPES:
![Page 22: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/22.jpg)
Tile, INSPIRED BY FLIPBOARD
THE PROTOTYPES:
![Page 23: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/23.jpg)
Traditional Carousel Tile
We wanted to compare how people chose a story.
![Page 24: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/24.jpg)
Traditional Carousel Tile
![Page 25: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/25.jpg)
The stories
![Page 26: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/26.jpg)
THE STORIES: TEXT WITH A STILL PHOTO
![Page 27: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/27.jpg)
THE STORIES: TEXT WITH A STILL GRAPHIC
A Lost Secret: The once and future way to run
![Page 28: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/28.jpg)
THE STORIES: SLIDESHOWS
![Page 29: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/29.jpg)
THE STORIES: SLIDESHOWS
![Page 30: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/30.jpg)
THE STORIES: TEXT WITH A VIDEO
![Page 31: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/31.jpg)
THE STORIES: VIDEO
![Page 32: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/32.jpg)
THE STORIES: POP-UP GRAPHICS
![Page 33: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/33.jpg)
THE STORIES: POP-UP GRAPHICS
![Page 34: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/34.jpg)
THE STORIES: POP-UP GRAPHICS
![Page 35: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/35.jpg)
POP-UP GRAPHICS = TOUCH AND SURPRISE
![Page 36: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/36.jpg)
POP-UP GRAPHICS = TOUCH AND SURPRISE
![Page 37: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/37.jpg)
POP-UP GRAPHICS = TOUCH AND SURPRISE
![Page 38: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/38.jpg)
POP-UP GRAPHICS = TOUCH AND SURPRISE
![Page 39: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/39.jpg)
POP-UP GRAPHICS = TOUCH AND SURPRISE
![Page 40: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/40.jpg)
![Page 41: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/41.jpg)
![Page 42: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/42.jpg)
![Page 43: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/43.jpg)
THE STORIES: POP-UP GRAPHICS
![Page 44: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/44.jpg)
This is how they chose.FINDINGS
![Page 45: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/45.jpg)
4%13%
83%
83 percent said the traditional prototype was most similar to what they regularly use.
Traditional
Carousel
Tile
THE PROTOTYPES:
![Page 46: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/46.jpg)
50 percent said they would choose the carousel design.
15%
50%35%
Traditional
Tile
THE PROTOTYPES:
Carousel
![Page 47: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/47.jpg)
Comments about the tile design:“It’s tidier. I can get through it to save time.”
THE PROTOTYPES:
![Page 48: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/48.jpg)
Comments about the tile design:“It’s tidier. I can get through it to save time.”
“(It) is more focused.”
THE PROTOTYPES:
![Page 49: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/49.jpg)
Comments about the tile design:“It’s tidier. I can get through it to save time.”
“(It) is more focused.”
BUT OTHER PEOPLE SAID ...
“Makes me work too hard.”
THE PROTOTYPES:
![Page 50: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/50.jpg)
Comments about the tile design:“It’s tidier. I can get through it to save time.”
“(It) is more focused.”
BUT OTHER PEOPLE SAID ...
“Makes me work too hard.”
“Makes me do another click.”
THE PROTOTYPES:
![Page 51: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/51.jpg)
Comments about the tile design:“It’s tidier. I can get through it to save time.”
“(It) is more focused.”
BUT OTHER PEOPLE SAID ...
“Makes me work too hard.”
“Makes me do another click.”
“I definitely don’t like the ‘mystery meat’ of having to guess what’s behind an image.”
THE PROTOTYPES:
![Page 52: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/52.jpg)
Comments about the traditional design:“I like hierarchy.”
THE PROTOTYPES:
![Page 53: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/53.jpg)
Comments about the traditional design:“I like hierarchy.”
“I am big on written context. That’s just me. The more description I can get, the more I like it.”
THE PROTOTYPES:
![Page 54: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/54.jpg)
Comments about the traditional design:“I like hierarchy.”
“I am big on written context. That’s just me. The more description I can get, the more I like it.”
“I don’t want to see a democratized judgement. I like to see that some editor has made a judgement for me about what is important.”
THE PROTOTYPES:
![Page 55: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/55.jpg)
The carousel was the favorite, but it also drew the most intense reactions, both pro and con.
THE PROTOTYPES:
15%
50%35%
Traditional
Tile
Carousel
![Page 56: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/56.jpg)
People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”
THE PROTOTYPES:
![Page 57: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/57.jpg)
People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”
“The carousel gives me a quicker idea of what’s there to read.”
THE PROTOTYPES:
![Page 58: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/58.jpg)
People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”
“The carousel gives me a quicker idea of what’s there to read.”
“I am always drawn to photos first. The carousel seems to give me more choices than the other designs.”
THE PROTOTYPES:
![Page 59: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/59.jpg)
People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”
“The carousel gives me a quicker idea of what’s there to read.”
“I am always drawn to photos first. The carousel seems to give me more choices than the other designs.”
“Pictures can say a lot.”
THE PROTOTYPES:
![Page 60: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/60.jpg)
People who liked the carousel design said:“It’s like a food buffet—you know what looks appetizing.”
“The carousel gives me a quicker idea of what’s there to read.”
“I am always drawn to photos first. The carousel seems to give me more choices than the other designs.”
“Pictures can say a lot.”
“It helps me to make a decision quickly.”
THE PROTOTYPES:
![Page 61: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/61.jpg)
People who didn’t like the carousel design said:“The carousel might be overwhelming.
THE PROTOTYPES:
Carousel
![Page 62: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/62.jpg)
People who didn’t like the carousel design said:“The carousel might be overwhelming.
“The carousel is too busy. I don’t know which to look at first.”
THE PROTOTYPES:
Carousel
![Page 63: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/63.jpg)
People who didn’t like the carousel design said:“The carousel might be overwhelming.
“The carousel is too busy. I don’t know which to look at first.”
“The carousel prevents me from focusing on the print.”
THE PROTOTYPES:
Carousel
![Page 64: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/64.jpg)
People who didn’t like the carousel design said:“The carousel might be overwhelming.
“The carousel is too busy. I don’t know which to look at first.”
“The carousel prevents me from focusing on the print.”
“I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!”
THE PROTOTYPES:
Carousel
![Page 65: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/65.jpg)
People who didn’t like the carousel design said:“The carousel might be overwhelming.
“The carousel is too busy. I don’t know which to look at first.”
“The carousel prevents me from focusing on the print.”
“I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!”
THE PROTOTYPES:
![Page 66: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/66.jpg)
People who didn’t like the carousel design said:“The carousel might be overwhelming.
“The carousel is too busy. I don’t know which to look at first.”
“The carousel prevents me from focusing on the print.”
“I don’t like carousels. I (end up looking at) stupid stuff because I look at the photos, instead of the headlines. I would never want to read about the Broadway show, ‘Cats,’ but I am drawn to the photo!”
THE PROTOTYPES:
![Page 67: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/67.jpg)
The behaviorsFINDINGS
![Page 68: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/68.jpg)
People tended to enter through a dominant element.
THE BEHAVIORS:
![Page 69: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/69.jpg)
This echoes earlier EyeTrack findings.
THE BEHAVIORS:
X
![Page 70: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/70.jpg)
In lieu of a clear dominant element, faces also drew a lot of attention.
THE BEHAVIORS:
![Page 71: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/71.jpg)
In lieu of a clear dominant element, faces also drew a lot of attention.
THE BEHAVIORS:
![Page 72: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/72.jpg)
People fixated 18 times before choosing their first story.
THE BEHAVIORS:
![Page 73: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/73.jpg)
People fixated 18 times before choosing their first story.
X
X
XX
X
X
X
X
X
THE BEHAVIORS:
X
XX
XX
X
X
X
X
![Page 74: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/74.jpg)
But …THE BEHAVIORS:
![Page 75: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/75.jpg)
… People who did not finish reading their first story fixated only nine times before choosing.
THE BEHAVIORS:
X XX
X
X
X
XX X
![Page 76: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/76.jpg)
An overall average of a minute and a half (98.3 seconds) was spent on the first storya person selected to read.
THE BEHAVIORS:
![Page 77: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/77.jpg)
An overall average of a minute and a half (98.3 seconds) was spent on the first storya person selected to read.
Of the people who did not finish reading a story,they read for an average of 78.3 seconds before leaving the story entirely.
THE BEHAVIORS:
![Page 78: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/78.jpg)
An overall average of a minute and a half (98.3 seconds) was spent on the first storya person selected to read.
Of the people who did not finish reading a story,they read for an average of 78.3 seconds before leaving the story entirely.
We’ve been calling this the “bail out point.”
THE BEHAVIORS:
![Page 79: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/79.jpg)
And it might be a good benchmark forestablishing a “gold coin” like a simplepullout quote or visual element that keeps the reader engaged abouthalfway through a long story.
THE BEHAVIORS:
![Page 80: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/80.jpg)
THE BEHAVIORS:
67 percent used native controls, like the back button to get to their second story.
![Page 81: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/81.jpg)
THE BEHAVIORS:
… even though nav tools were built in.
![Page 82: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/82.jpg)
THE BEHAVIORS:
… even though nav tools were built in.People will default to what they know—if it’s available.
![Page 83: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/83.jpg)
‘Conventional’ tablet UI suggests horizontal swipes switch stories.
THE BEHAVIORS:
![Page 84: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/84.jpg)
‘Conventional’ tablet UI suggests vertical scrolls go deeper in a story.
THE BEHAVIORS:
![Page 85: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/85.jpg)
...but ‘Conventional’ tablet UI for slideshows scroll horizontal in a story.
THE BEHAVIORS:
![Page 86: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/86.jpg)
Readers instinctively swipe horizontally through a photo gallery, regardless of orientation.
THE BEHAVIORS:
![Page 87: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/87.jpg)
Very few people used thumbnails to progress through the gallery. The majority used advance buttons.
THE BEHAVIORS:
![Page 88: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/88.jpg)
This is how they read.FINDINGS
![Page 89: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/89.jpg)
52%48%
About half of the people tested read methodically,while half read in a scanning manner.
Methodical readers
Scanning readers
THE BEHAVIORS:
![Page 90: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/90.jpg)
About half of the people tested read methodically,while half read in a scanning manner.
THE BEHAVIORS:
24%
76% 75%
25%
Printnets45-55 years
Digital Natives18-28 years
Methodical
Scanning
Scanning
Methodical
![Page 91: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/91.jpg)
61%39%
61 percent of readers touched the screen frequently. Others were more hands off.
Intimate readers Detached readers
THE BEHAVIORS:
![Page 92: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/92.jpg)
Detached reading behavior.
THE BEHAVIORS:
![Page 93: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/93.jpg)
Intimate reading behavior.
THE BEHAVIORS:
![Page 94: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/94.jpg)
THE BEHAVIORS: INTIMATE READING BEHAVIOR
These readers use their finger like a teleprompter.
![Page 95: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/95.jpg)
THE BEHAVIORS: INTIMATE READING BEHAVIOR
An analog tool helped people keep their place, a digital version might have a place in tablet design, too.
![Page 96: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/96.jpg)
Here’s why this was worth your time.
FINDINGS
![Page 97: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/97.jpg)
Tablet users have a high number of fixations before making a selection.
WHAT THEY CHOSE TO READ:
![Page 98: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/98.jpg)
Often, they fixate on the same story multiple times before choosing it.
WHAT THEY CHOSE TO READ:
![Page 99: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/99.jpg)
More fixations before a selection suggests the user is more likely to read to completion.
WHAT THEY CHOSE TO READ:
![Page 100: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/100.jpg)
80-90 seconds was the critical ‘bail out point.’
HOW THEY READ:
![Page 101: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/101.jpg)
80-90 seconds was the critical ‘bail out point.’
A gold coin could compel readers to continue.
HOW THEY READ:
![Page 102: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/102.jpg)
Younger readers are more likely to be scanners.
HOW THEY READ:
![Page 103: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/103.jpg)
Younger readers are more likely to be scanners.
Older readers are more likely to be methodical.
HOW THEY READ:
![Page 104: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/104.jpg)
Younger readers are more likely to be scanners.
Older readers are more likely to be methodical.
Both read deeply, when they found what they wanted.
HOW THEY READ:
![Page 105: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/105.jpg)
And next?
![Page 106: Sara quinn poynter_eyetrack_research_atlanta_press_club](https://reader034.fdocuments.net/reader034/viewer/2022052315/554d3682b4c90537678b489e/html5/thumbnails/106.jpg)
CASE STUDY: TOUCH and DISCOVERY
A master classGUITAR WORLD: THE LICK OF THE DAY
http://www.guitarworld.com/lick-of-the-day