From credit card companies and banks to fraternal organizations and schools, Americans continue to be weaned off of paper. The online future is now — as print-journalism vehicles are constantly reminded.
Not so fast, however, says tech author Jakob Nielsen, who’s been getting major media attention of late. Hold the concession speeches, he tells newspapers. Be more savvy about your eroding niche.
The web-usability guru notes that readers absorb information differently – depending on whether they’re using a website or a piece of paper. And that’s a distinction that makes a decided difference, he stresses.
Nielsen has actually tracked readers’ eye movements. He says the average reader’s focus online is an “F” pattern. Readers typically begin by scanning horizontally, but before long they start dropping down to see what’s ahead. It leads to comprehension-challenged reading.
The implication: Online is great for bills and statements. Much less so for that which involves anything more than retrieval of basic information. Surfing isn’t learning. Sounds like somebody’s marketing campaign to me.