Tag Archives: reading

Digital and Printed books collide

The time people spend reading on a digital screen is now almost equal to the time spent reading printed paper text, according to a recent survey by Gartner, Inc. The huge majority of tablet and iPad users say they find screen reading either easier than reading printed text (52 percent) or about the same (42 percent). However, 47 percent of laptop users find screen reading harder than reading printed text, and 33 percent reported it was about the same.

In the fourth quarter of 2010, Gartner surveyed 1,569 consumers in six countries – the US, UK, China, Japan, Italy and India – about their subjective experiences of reading on screen versus reading printed paper text. The survey included a mixture of online, face-to-face and computer aided telephony interviews.

“There are concerns that digital media will cannibalize print media, based on the general decline in newspaper sales and take-up of online news services in many parts of the world, but the evidence from our research is that print and online are not generally regarded as direct substitutes by consumers,” said Nick Ingelbrecht, research director at Gartner. “Something more complicated than a straightforward substitution of print to digital media is taking place.”

“Trying to sell the same basic content to the same consumer in different formats risks alienating the consumer, who will balk at paying twice for the same thing,” said Ingelbrecht. “The survey results confirm that multichannel content distribution is essential for reaching consumers who are consuming near equal amounts of print and digital text. Content, publishing, and media organizations should market the synergies of multichannel products to consumers, stressing the benefits of having both print and online access, rather than selling competing stand-alone products.”

According to the Gartner survey, across the demographics, screen reading is now virtually on a par with print consumption. Survey data showed that younger age groups are happier to read on screen than older respondents, with the 40 to 54 years cohort least satisfied with their screen reading experience. In terms of gender, men typically reported screen reading easier than women, but both sexes said screen reading was generally the same or harder than reading printed text.

Gartner analysts said the shift from paper to screen-based consumption is not a straight substitution of one medium for another. There is no single paradigm for screen reading, because reading a short piece of text on a mobile phone screen is a different proposition from the reading experience with an e-reader.

The survey research indicated that around 40 percent of respondents had no experience of using e-readers, such the Amazon Kindle, Amazon Kindle DX and Barnes & Noble Nook, and this was even higher in India (75 percent), the U.K. (56 percent) and the U.S. (57 percent). Urban Chinese respondents had the highest familiarity with e-readers and also had the highest number reporting that e-readers were easier to read. This reflects the relatively high income and education level of the sample in China.

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Transforming Reading – from Ideo

So you think the IPad and the Kindle are the future of reading? The innovation and design company IDEO, which has just released a short film on “The Future of the Book”, blows the binding off conventional notions of how we consume the written word. In Ideo’s telling, tomorrow’s books will let you join online discussions, fact-check, and even dictate the particulars of a plot — all in a tablet-friendly format. They’ve come up with three distinct reading concepts: Coupland, Nelson, and Alice.

Nelson
Nelson is all about expanding how we understand text. Think of it as CliffNotes on steroids. You can link to current news stories about your book, read up on debates it has sparked, and vet its accuracy through a community-run fact-checking feature. You can even look up how the discourse around it has changed over time.

Coupland
This concept is the social network of publishing. Designed to help people “keep up with the latest must-reads,” to quote the film, it suggests books based on what people in your company are reading. It also has features for creating book clubs and online reading discussions

Alice
Alice is a cross between a video game and Choose Your Own Adventure. Among other features, you can add to the narrative, talk to characters, and find keys to unlock plot twists. The idea here is to blur “the lines between reality and fiction,” as the film says

Watch the video here

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