time is equal on screen and paper reading
Gartner says the replacement of printed and digital media has been exaggerated
52% of the owners of a tablet find it easier to read on screen that role, although 42% do not appreciate differences. Not so with the owners of a laptop, as most (47%) preferred paper and 33% does not care. They are among the findings of a study by Gartner on the performance of readers in six countries.
"There is concern that digital media cannibalize print, based on the growth of some and the falling sales of others, but the evidence of our research is that consumers do not see digital as a substitute for the printed text" says Nick Ingelbrecht, research director at Gartner. "More complicated than the simple substitution of one technology to another is happening."
"Trying to sell the same basic content to the same consumer in different formats runs the risk of alienating the consumer not pay twice for the same, "says Ingelbrecht." The study results confirm that multi-channel distribution of content is essential to get audiences are consuming almost equally texts texts on paper screens. Ingelbrecht bet on multi-product synergy, but not for separate sale of the same product in different formats.
According to Gartner, the consumption of printed texts and on screen is matched today. The under 40 prefer the larger screen and print. The man is more likely than women to the digitized text, while recognizing, regardless of gender, which is more tiring to read on the screen on paper.
But each type of reading is their preferred channel. No problem to read the phone display a message or maps, but for long texts on paper has the advantage. Garner says that to continue gaining popularity, digital devices should improve ergonomics, weight, design, screen resolution, impact resistance and liquid, and asÃpoder be used outdoors and in leisure situations where it is customary to read more.
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