Miratech observed the difference between reading an article in a newspaper and on an iPad in an eye tracking study. They concluded that readers are more likely to skim over articles on an iPad than in a newspaper.

  • The type of medium doesn't influence reading time when the text is short (like an article).

  • It is easier to assimilate and retain information read in a newspaper than on an iPad.

They plan to write up another white paper presenting their results looking at ad visibility.

Read more in their white paper.