How Digital News is Consumed

Gonzo Schexnayder

F-Shaped Reading Pattern

"F for fast. That's how users read your precious content. In a few seconds, their eyes move at amazing speeds across your website’s words in a pattern that's very different from what you learned in school."

- Jakob Nielsen, Nielsen Norman Group

F-Shaped Newsletters, Too

"...users are extremely fast at both processing their inboxes and reading newsletters: the average time allocated to a newsletter after opening it was only 51 seconds. "Reading" is not even the right word, since participants fully read only 19% of newsletters. The predominant user behavior was scanning. Often, users didn't even scan the entire newsletter: 35% of the time, participants only skimmed a small part of the newsletter or glanced at the content."

- Jakon Nielsen

MH is Designed for this Behavior

Screenshot of home page and article showing layout.

"The Scent of Information"

"...beyond the user’s explicit target content, we never see them show any interest in the other available content on the site...users are always on specific missions when they come to sites."

- Jarod Spool, User Interface Engineering (UIE)

How Much Time Do They Give Us?

"...about 25 seconds, plus an additional 4.4 seconds per 100 words...on an average visit, users read half the information only on those pages with 111 words or less."

- Jakob Nielsen

Scent-Rich Assistance

● Keyword-Rich Headlines

● The Lead● Article Tags● Related Content

Boxes● Related Articles● Subheads● Bulleted Lists● Images● Graphs & Charts● Buttons● Underlined Links

And, of course...● Relevant

Advertising

Why Do We Read So Little?

Multiple Screens Only Increasing

"One study, by the University of Utah, found that productivity among people working on editing tasks was higher with two monitors than with one."

"The study was financed with about $50,000 from NEC Display."

"...toggling time among windows on a single screen...can save about 10 seconds for every five minutes of work."

If It's Not Tied to a Desk, It's Mobile"8.5 percent of internet visits came from mobile devices in 2011" - StatCounter

Two points: (1) Doubled in 2011; (2) Doesn't count tablets.

Mobile vs. toothbrushes and world population 

Mobile by Apple and Android

Smartphones:Apple       47.3%Android    29.6%

Smartphones: 7 years = 40 million 

Tablets:         2 years = 40 million

- Comscore

Apple Rules Tablets

"Tablet computers will see an explosion in sales over the next four years, selling 60% as many units as PCs by 2015 – and Apple's iPad will still have almost half the market by then." - Gartner Group

"Apple will command 73.4% of the "media tablet" market this year, shipping nearly 47m devices, up from 14.6m in 2010."

1/3 of U.S. own Tablet or e-Reader

Own Tablet: Dec. '11: 10%Jan. '12: 19%

Own e-Reader: Dec. '11: 10%Jan. '12: 19%

Own One: 29%

- Pew Research Center

Tablet Owners Read News

"About 11% of American adults now own a tablet, according to recent data from Pew's Project For Excellence in Journalism. A large majority (77%) of those tablet owners use them every day and more than half consume news content from the devices." 

- Pew Research Center, April 2011

Tablet Owners Read in the Browser"About 11% of American adults now own a tablet, according to recent data from Pew's Project For Excellence in Journalism. A large majority (77%) of those tablet owners use them every day and more than half consume news content from the devices." 

- Pew Research Center, April 2011

Tablet Owners Read Brands

"People turn to a fairly narrow range of sources on their tablets -- sources that tend to be well-known national brands."

- Pew Research Center, April 2011

MH was on the iPad from Day One

This is a screenshot of ModernHealthcare.com in the Safari Browser on an iPad.

You don't have to download it from iTunes, it uses the same id and password, and it works.

MH Magazine on Every OS

PressReader uses same ID and password as website.

iOS and Android apps in 2nd QTR 2012

MH is on Every Kindle

KindleKindle TouchKindle FireKindle KeyboardKindle DXKindle (2nd Generation)Kindle (1st Generation)Kindle for iPad (v.2.9+)Kindle for iPhone (v.2.8+)Kindle for Android

Why Advertising on MH Matters

Context and relevance are important to consumers. Advertising that has context and relevance is welcomed.

Modern Healthcare gives advertising from the Healthcare Business both context and relevance.

"...if advertising went away, many subjects were unable to describe what could replace the function of advertising in their lives."

"..attracted to offers that were relevant to his life and interests. Others in the study also gave into advertising that had direct meaning to their lives."

"A New Model of Communication," Associated Press, 2009

Targeting is King

The whole C-Suite makesdecisions now, not just theCEO, CFO or CIO.

If you're selling to thewhole C-suite, you need tobe able to reach all of theC-suite with your message.

Modern Healthcare targets the whole C-suite.

And we can hyper-target, too. :)

Modern Healthcare is Everywhere Our Readers Need Us to Be

● Print● Web● Mobile 

(SmartPhone)● Mobile

(Blackberry)● Tablets 

ModernHealthcare.com/Everywhere

● Kindle● PDF● Email● LinkedIn● Facebook● Twitter● RSS

Read More About ItJakob Nielsen, "The grandfather of usability"http://www.useit.com

Nielsen Norman Groupwww.nngroup.com/

Jared Spoolwww.uie.com

Pew Research Center's Project for Excellence in Journalism"The Tablet Revolution"www.journalism.org/analysis_report/tablet

Pew Internet Researchwww.pewinternet.org/Reports/2012/E-readers-and-tablets.aspx

ComScore: 2012 U.S. Digital Future in Focuswww.comscore.com/2012USDigitalFutureInFocus

"Digital Omnivores: How Tablets, Smartphones andConnected Devices are Changing U.S. Digital Media Consumption Habits"comScore, October 2011

Read More About It"Tablet and E-book reader Ownership Nearly Double Over the Holiday Gift-Giving Period"- Pew Research Center, January 23, 2012

"Google, Amazon, Apple, And Facebook: What eBusiness Executives Need To Know"by Sucharita Mulpuru, Forrester, February 7, 2012

"iPad to dominate tablet sales until 2015 as growth explodes, says Gartner"- Charles Arthur, The Guardian, September 22, 2011

"A New Model for News: Studying the Deep Structure of Young-Adult News Consumption"Associated Press, 2008

"A New Model for Communication: Studying the Deep Structure of Advertising and News Consumption"Associated Press, 2009

Additional Information

MH Competes Even with Paywall

Our major competitors have wide open sites. They don't know who visits their sites, they don't require registration, they don't care if you're a PPC sweatshop in Bengaldesh. Most of our content requires a website registration or a paid subscription, yet we beat and compete our competition on traffic every month, month after month.

Newsletters Make it Easy

All MH newsletters use links that give readers immediate access to the news, but preserve the paywall. Why?

● Readers get the news they need now.

● Advertisers get engaged readers.

● MH articles are more social network-friendly

● MH knows our readers, who want our news enough to give us their valuable information.

http://www.modernhealthcare.com/article/20120217/NEWS/302179955?AllowView=VW8xUmo5Q21TcW...

GAAF Rules the Future

● Nearly half of web shoppers start their online research process on either Amazon or a search engine like Google. Search engines (namely Google) are the first place that consumers researching financial services products go to.

● Forty-seven percent of the world’s Internet traffic visits Google daily, and 43% do the same on Facebook.

● Twenty-one percent of iPhone owners and 49% of iPad owners purchase physical products on these Apple devices.

● Forty-seven percent of online shoppers agree that social media (e.g., Facebook) posts by friends including “likes” by friends are helpful to discover new brands, trends, or retailers.