At Miratech, we are interested in the difference between reading
on an iPad and a printed newspaper. Readers remember an article
read in a newspaper better than an article read on an iPad.
Readers are more likely to skim over articles on an iPad than in
a newspaper. Our study analyzes the differences between iPad and
newspaper reading patterns. We asked a representative sample of
participants to read similar information from a printed
newspaper, and from its iPad version. Half the participants were
asked to read the iPad first and the other half were asked to
read the newspaper first. Participants in the study were already
iPad users, so we avoided any bias associated with learning how
to use the iPad (discovering the functions, playing with the
zoom, etc.). They were allowed to freely manipulate both the
paper and iPad versions, and we monitored their behavior as they
read. We used eye tracking technology to follow their gaze path.
After reading, we measured how well they remembered the articles
and ads. No