Poynter introduced the major findings (video; text script here) of its latest EyeTrack study at ASNE last week, and it’s getting a lot of pixels, mostly because it suggests that people read more of a story online (77 percent) than in print (62 percent broadsheet, 57 percent tabloid).

Other interesting findings:

• Alternative story forms seem to result in greater comprehension and 15 percent more visual attention (30 percent in broadsheet) than traditional narrative forms.


• Large photos and headlines draw the eyes in print, but online, navigation bars, teasers and story lists get primary attention.


• Color photos and live, documentary news photos got more attention than staged photos.

Our research shows that content selection is the number one driver of readership, and that relevant content about pocketbook issues and health/personal safety trumps all other kinds of stories, regardless of form.

Eyetrack07 does not include any consideration or evaluation of these content-based issues. It's limited to what people look at rather than why they read.

One thing to note about their “people read more online” stats: The sites they studied, StarTribune.com and sptimes.com, tend not to split stories into many pages, unlike others. I gotta think that’s gonna have an effect.

By the way, kudos to Will Sullivan for illustrating his post mentioning EyeTrack with the perfect image.