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Pedro Gonçalves

Survey: Tablet Owners Prefer Browsers to Native Apps - 0 views

  • Among tablet owners, at least, reading on the mobile Web is preferable to using native apps, according to a recent survey from the Online Publishers Association. 
  • Forty-one percent of tablet-bound readers prefer reading on the Web, compared to the 30% who would rather launch a standalone app from a specific publisher. Aggregated news-reading apps like Flipboard and Zite rated surprisingly low on the list. 
  • Last month, Jason Pontin, editor of MIT Technology Review, wrote a widely read takedown of native apps, citing Apple's steep revenue share and the technical and design challenges associated with producing such apps.  "But the real problem with apps was more profound," Pontin wrote. "When people read news and features on electronic media, they expect stories to possess the linky-ness of the Web, but stories in apps didn’t really link."
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  • Apple's infamous 30% subscription revenue cut prompted the Financial Times to abandon its iOS apps and instead focus on developing a cross-platform Web app written in HTML5. 
  • Evidently, the native-app approach is not working for readers, either - at least, not as well as the Web. FT has seen an increase in readership and paid subscriptions since going the HTML5 route, Grimshaw said. 
  • Native apps do offer potential advantages in terms of the reader's experience. They can be more immersive and lack some of the design limitations of the Web. Still, in far too many cases, apps created by publishers end up being little more than digital reproductions of the print product with a few bells and whistles tacked on. 
  • From the reader's standpoint, it makes sense that the Web would be a popular option for tablet reading. After all, there's much more content there, and it's intricately linked together. A digital magazine can offer a refreshing escape from the anarchy of the Web, but it's only a matter of time before readers find it necessary to return to a browser. 
Pedro Gonçalves

You Won't Remember This Article, Or Anything Else You Read Online, Unless You Print It ... - 0 views

  • studies suggest, if you're asked to recall a specific piece of information in a text, you'll remember where on the page you were when you read it.
  • Holding a book grants you a tactile sense of textual topography
Pedro Gonçalves

The Ideal Length for All Online Content - 0 views

  • 100 characters is the engagement sweet spot for a tweet. 
  • a spike in retweets among those in the 71-100 character range—so-called “medium” length tweets. These medium tweets have enough characters for the original poster to say something of value and for the person retweeting to add commentary as well.
  • the ultra-short 40-character posts received 86 percent higher engagement than others.
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  • In the last update, Google changed the layout of posts so that you only see three lines of the original post before you see “Read more” link. In other words, your first sentence has to be a gripping teaser to get people to click “Read More.”
  • The ideal length of a Google+ headline is less than 60 characters To maximize the readability and appearance of your posts on Google+, you may want to keep your text on one line.
  • Many different studies over the years have confirmed that shorter posts are better on Facebook.
  • Writing for KISSmetrics, headline expert Bnonn cites usability research revealing we don’t only scan body copy, we also scan headlines. As such, we tend to absorb only the first three words and the last three words of a headline. If you want to maximize the chance that your entire headline gets read, keep your headline to six words.
  • some of the highest-converting headlines on the web are as long as 30 words. As a rule, if it won’t fit in a tweet it’s too long. But let me suggest that rather than worrying about length you should worry about making every word count. Especially the first and last 3.
  • The ideal length of a blog post is 7 minutes, 1,600 words
  • to ensure maximum comprehension and the appearance of simplicity, the perfect line length ranges between 40 and 55 characters per line, or in other words, a content column that varies between 250-350 pixels wide (it depends on font size and choice).
  • Consider that shorter lines appear as less work for the reader; they make it easier to focus and to jump quickly from one line to the next. Opening paragraphs with larger fonts—and therefore fewer characters per line—are like a a running start to reading a piece of content. This style gets readers  hooked with an easy-to-read opening paragraph, then you can adjust the line width from there.
  • In September 2012, MailChimp published the following headline on its blog: Subject Line Length Means Absolutely Nothing. This was quite the authoritative statement, but MailChimp had the data to back it up.
  • Beyond the perfect length, you can also adhere to best practices. In general, a 50-character maximum is recommended, although MailChimp does point out that there can be exceptions: The general rule of thumb in email marketing is to keep your subject line to 50 characters or less. Our analysis found this to generally be the rule. The exception was for highly targeted audiences, where the reader apparently appreciated the additional information in the subject line.
  • The ideal length of a title tag is 55 characters Title tags are the bits of text that define your page on a search results page. Brick-and-mortar stores have business names; your web page has a title tag. Recent changes to the design of Google’s results pages mean that the maximum length for titles is around 60 characters. If your title exceeds 60 characters, it will get truncated with an ellipse.
  • Finding a hard-and-fast rule for the maximum recommendation of a title tag isn’t as easy as you’d think. Quick typography lesson: Google uses Arial for the titles on its results pages, Arial is a proportionally-spaced font, meaning that different letters take up different width. A lowercase “i” is going to be narrower than a lowercase “w.” Therefore, the actual letters in your title will change the maximum allowable characters that can fit on one line.
Pedro Gonçalves

Google Study: 9 in 10 Consumers Engage in Sequential Device Usage - 0 views

  • As the number of Internet-enabled consumer devices continues to grow, so does the propensity of consumers to sequentially use multiple devices to complete a single online task. In fact, according to a new study from Google, 90 percent of people move among devices to accomplish a goal.
  • Examples of how consumers sequentially use multiple devices for a single task include opening an email on a smartphone and then finishing reading it on a home PC and looking up product specs on a laptop after seeing a TV commercial
  • The other primary way of using multiple devices is simultaneous use, meaning using more than one device at the same time. This includes both multitasking — performing different tasks on different devices — and complementary usage such as looking up a product online while watching a TV commercial.
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  • The most popular reasons for sequential device usage include web browsing (81 percent), shopping online (67 percent), managing finances (46 percent) and planning a trip (43 percent). Eighty-one percent of sequential online shopping is spontaneous, which Google credits to the widespread availability of smartphones.
  • 98 percent of sequential screeners move between devices in the same day to complete a task
  • Seventy-seven percent of the time, TV viewers have another device plugged in — with smartphones (49 percent) and PCs/laptops (34 percent) the most popular.
  • The study also found search to be a critical connector between devices used sequentially. Consumers use search to pick up on a second device where they left off on the first 63 percet of the time they are conducting multi-device search, 61 percent of the time they are browsing the Internet using multiple devices, 51 percent of the time they are shopping online via multiple screens, and 43 percent of the time they are using more than one device to watch online video.
  • Google advises digital marketers to allow customers to save their progress between devices, as well as use tactics like keyword parity (maintaining the same keywords across different publishers and the three primary match type silos of broad, phrase and exact) to ensure that they can be found easily via search when that customer moves to the next device.
  • 80 percent of searches that happen on smartphones are spur-of-the-moment, and 44 percent of these spontaneous searches are goal-oriented. And more than half (52 percent) of PC/laptop searches are spontaneous, with 43 percent goal-oriented
Pedro Gonçalves

Consumers Still Pretty Suspicious About Social Media Marketing, Forrester Survey Finds ... - 0 views

  • While the finding that trust in ‘traditional’ push marketing techniques (such as banner ads) is at rock bottom in the online world isn’t a surprise, the chart doesn’t make hugely encouraging reading for proponents of social marketing which also languishes near the bottom of the trust index, just above the mobile apps channel. Text message communications were the least trusted, while online banner ads barely rated above spammy SMS in the trust stakes.
  • The relatively low trust in social marketing tallies with a recent Gartner report that found U.S. marketers ranked spending on the corporate website as more likely to result in “marketing success” than spending on social media sites such as Facebook.
  • “professionally written online reviews” still carry a huge cachet — at least with U.S. consumers. European consumers are far less trusting of the publishing industry, however (55% vs 33% split on that category).
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  • The report notes that traditional ‘one-way’ marketing techniques like banner ads are clearly ineffective in a landscape of “perpetually connected consumers”. Web users are tuning out this old school type of marketing or failing to notice it in the first place or forgetting they ever saw it — which may also partially explain why personal recommendations from people they know well are so much more trusted. With so many sources of information to filter, better the devil you know and all that.
  • The survey also indicates there is still considerable trust in natural search engine results, and also in consumer written reviews, such as Amazon’s user reviews — which were both ranked around 3x more trusted than social marketing.
Pedro Gonçalves

Eyetrack III - What You Most Need to Know - 0 views

  • visual breaks -- like a line or rule -- discouraged people from looking at items beyond the break, like a blurb. (This also affects ads
  • We found that when people look at blurbs under headlines on news homepages, they often only look at the left one-third of the blurb. In other words, most people just look at the first couple of words -- and only read on if they are engaged by those words.
  • People typically scan down a list of headlines, and often don't view entire headlines. If the first words engage them, they seem likely to read on. On average, a headline has less than a second of a site visitor's attention.
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  • For headlines -- especially longer ones -- it would appear that the first couple of words need to be real attention-grabbers if you want to capture eyes.
  • The same goes for blurbs -- perhaps even more so. Our findings about blurbs suggest that not only should they be kept short, but the first couple of words need to grab the viewer's attention.
  • Average blurb length varies from a low of about 10 words to a high of 25, with most sites coming in around 17.
  • Eyetrack III found that people do typically look beyond the first screen. What happens, however, is that their eyes typically scan lower portions of the page seeking something to grab their attention. Their eyes may fixate on an interesting headline or a stand-out word, but not on other content. Again, this points to the necessity of sharp headline writing.
  • Navigation placed at the top of a homepage performed best -- that is, it was seen by the highest percentage of test subjects and looked at for the longest duration.
  • It might surprise you to learn that in our testing we observed better usage (more eye fixations and longer viewing duration) with right-column navigation than left. While this might have been the novelty factor at play -- people aren't used to seeing right-side navigation -- it may indicate that there's no reason not to put navigation on the right side of the page and use the left column for editorial content or ads.
  • Most news sites run articles with medium-length paragraphs -- somewhere (loosely) around 45-50 words, or two or three sentences.
  • Shorter paragraphs performed better in Eyetrack III research than longer ones. Our data revealed that stories with short paragraphs received twice as many overall eye fixations as those with longer paragraphs. The longer paragraph format seems to discourage viewing.
  • the standard one-column format performed better in terms of number of eye fixations
  • What about photos on article pages? It might surprise you that our test subjects typically looked at text elements before their eyes landed on an accompanying photo, just like on homepages. As noted earlier, the reverse behavior (photos first) occurred in previous print eyetracking studies.
  • Finally, there's the use of summary descriptions (extended deck headlines, paragraph length) leading into articles. These were popular with our participants. When our testers encountered a story with a boldface introductory paragraph, 95 percent of them viewed all or part of it.
  • When people viewed an introductory paragraph for between 5 and 10 seconds -- as was often the case -- their average reading behavior of the rest of the article was about the same as when they viewed articles without a summary paragraph. The summary paragraph made no difference in terms of how much of the story was consumed.
  • The first thing we noticed is that people often ignore ads, but that depends a lot on placement. When they do gaze at an ad, it's usually for only 0.5 to 1.5 seconds. Good placement and the right format can improve those figures.
  • We found that ads in the top and left portions of a homepage received the most eye fixations. Right side ads didn't do as well, and ads at the bottom of the page were seen, typically, by only a small percentage of people.
  • Close proximity to popular editorial content really helped ads get seen. We noticed that when an ad was separated from editorial matter by either white space or a rule, the ad received fewer fixations than when there was no such barrier. Ads close to top-of-the-page headlines did well. A banner ad above the homepage flag didn't draw as many fixations as an ad that was below the flag and above editorial content.
  • Text ads were viewed most intently, of all the types we tested. On our test pages, text ads got an average eye duration time of nearly 7 seconds; the best display-type ad got only 1.6 seconds, on average.
  • Size matters. Bigger ads had a better chance of being seen. Small ads on the right side of homepages typically were seen by only one-third of our testers; the rest never once cast an eye on them. On article pages, "half-page" ads were the most intensely viewed by our test subjects. Yet, they were only seen 38 percent of the time; most people never looked at them. Article ads that got seen the most were ones inset into article text. "Skyscraper" ads (thin verticals running in the left or right column) came in third place.
Pedro Gonçalves

6 Smart and Effective Email Marketing Tactics - 0 views

  • There’s no denying that email is showing signs of decline — the number of visitors to web-based email sites fell 6% in 2010 compared to the previous year, and email engagement declined at an even greater rate, according to a report from digital analysis company comScore.
  • In response to these changes, brands are quickly adapting by combining email, social media and even mobile marketing tactics.
  • successful brands are doing just that — cross-pollinating email marketing strategies via email clients, social platforms and mobile devices. Ultimately, brands still find email effective because it’s inexpensive and universally accepted by people all over the world.
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  • The key to creating hyper-timely emails is planning and being nimble, says Christopher Stemborowski, associate communication strategist for marketing agency Oxford Communications. “Seeming timely can be the result of preparing multiple emails or just one email and waiting for the right time to send it.”
  • Build multiple versions ahead of key events: In the same way that shirts are made ahead of the Super Bowl declaring each team the champion, you can design two versions of an email to respond quickly to the outcome of major events.Plan an email for an event that has an unspecified date: Snowstorms will happen each winter. Will you have an email ready to go out the moment it happens? With a little planning, you can.Track trending online memes: In 2011, we have seen a #winning Charlie Sheen and a really excited Rebecca Black ready to have fun, fun, fun. Smart brands can tap into these memes in email blasts. You can keep track of these popular memes by viewing the trending topics section on Twitter.
  • Blasting irrelevant content to your email subscribers is one of the biggest email marketing mistakes you can commit.“For example, if a salon sends an email to men that highlights services solely for women, it shouldn’t be a shock when the men unsubscribe,” Stemborowski says. “To avoid this, the salon needs to know who in its database are males and who are females and then avoid sending irrelevant messages.”
  • “Self-selection means subscribers willingly receive emails that are in the categories they asked to get,” Stemborowski said, adding that it’s vital to keep the screening short so users don’t abandon the process.
  • More than ever, people are reading emails on their mobile devices. Mobile email usage increased 36% in 2010, according to comScore.
  • The first line of your email should never read, “If you are having trouble reading this email click here,” he adds. “Remember, the first line of the email is what shows up as the preview on smartphones. For this reason, the first line is premium real estate and, with this in mind, you should put your most important message first for a well-crafted call to action.”
Pedro Gonçalves

If Online Ad Targeting Works, Does More Targeting Work Better? - 0 views

  • brands will be able to use historical affinity behavior of consumers to target more precisely than ever before. It’s clear that the database of affinity is a prize of gigantic proportion, and ultimately, Nate concludes that Google will end up the winner in that battle because they have the broadest data to draw upon and best chance of making sense of it.
  • not long ago, I bought a pair of jeans online from Bonobos. A little while later, I was shown an ad for Bonobos in my Facebook feed. I was perplexed by the timing of it, until I read an article that described brands’ practice of providing Facebook with customer email addresses that were then mapped to Facebook logins so that targeted ads could be shown to brand customers. This is technically more targeted, but I responded negatively since I had never opted into their feed. I think the question this raises is this: when it comes to targeting, is there a point of diminishing returns? Maybe there is such a thing as just enough targeting and no more.
  • In search, I am in research mode: in entering a query into the search box, I am announcing my intent to accept “bids” for my attention from all takers, and I’m prepared to act upon the provider of the best information in the search results to that query. In social, I am in a very different state of mind. I expect content from my closed network, and unless I have invited a brand in by Liking or following them, their presence is very much viewed as an uninvited intrusion. It’s the loud, slightly drunk guy at the party that keeps interrupting your conversation with the interesting guy/gal.
Pedro Gonçalves

ReadWrite - The Daily Drops Dead: What Murdoch's Failure Means For iPad Publishing - 0 views

  • research suggests that readers prefer their tablets' Web browsers to the meaty, slow-to-update and even more slow-to-evolve native apps that publishers have been eagerly developing since Steve Jobs first held up the iPad on stage in 2010.
  • Inspired by the Netflix model, magazine subscription service Next Issue launched on iOS in July. For $10 per month, readers can get access to dozens of magazines from the likes of Conde Nast, Time Inc. and Hearst. This approach comes with challenges of its own, but it's certainly worth a try. 
  • Then there's The Magazine. Instapaper founder Marco Arment launched the stripped-down, iPad-only publication in October and it couldn't be more simple. For $2 per month, readers are promised eight thoughtful, well-written articles delivered in bi-weekly issues. The Magazine eschews the clunky, multimedia-loaded digital editions of print magazines in favor of a no-frills, high quality reading experience that Arment hopes people will think is good enough to pay for.
Pedro Gonçalves

Google Launches Content Recommendation Engine For Mobile Sites, Powered By Google+ | Te... - 0 views

  • Google’s launch partner for this service is Forbes, but others can implement these recommendations by just adding a single line of code to their mobile sites.
  • These recommendations, Sternberg told me, are based on social recommendations on the site from your friends on Google+ (only if you are signed in, of course), what the story you just read was about, the story’s author and some of Google’s “secret sauce.”
  • The new Google+-based recommendations, interestingly, only appear once a reader slides back up on a page. This, Google’s analytics show, is a pretty good indicator that a user has finished reading a post (even if there is still more text left on the page). The recommendation widget then slides up from the bottom and one extra click brings up more relevant items for the page. The other option is to show the widget after a user scrolls past a configurable CSS entity.
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  • Publishers will be able to manage the recommendations widget from their Google+ publisher accounts. From there, they can decide when exactly the widget should appear and manage a list of pages where the widget shouldn’t appear, as well as a list of pages that should never appear in recommendations.
Pedro Gonçalves

A scientific guide to posting tweets, Facebook posts, emails and blog posts at the best... - 0 views

  • In terms of specific days and times to post on Facebook, here are some of the stats I found: Engagement rates are 18% higher on Thursdays and Fridays. I love the way this was explained in Buddy Media’s study: as they put it, “the less people want to be at work, the more they are on Facebook!”
  • Another study found that engagement was 32% higher on weekends, so the end of the week is definitely a good rough guide to start experimenting with.
  • The best time of day to post on Facebook is debatable, with stats ranging from 1pm to get the most shares, to 3pm to get more clicks, to the broader suggestion of anytime between 9am and 7pm. It seems that this generally points to early afternoon being a solid time to post, and anytime after dinner and before work being a long shot.
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  • Twitter engagement for brands is 17% higher on weekends.
  • weekdays provide 14% more engagement than weekends, so this is definitely one you’ll want to test on your audience.
  • retweets have been shown to be highest around 5pm.
  • For click-throughs, the best times seem to be around noon and 6pm.
  • Twitter did an interesting study of these users and found that they are 181% more likely to be on Twitter during their commute.
  • They’re also 119% more likely to use Twitter during school or work hours.
  • 10pm–6am: This is the dead zone, when hardly any emails get opened. 6am–10am: Consumer-based marketing emails are best sent early in the morning. 10am-noon: Most people are working, and probably won’t open your email. Noon–2pm: News and magazine updates are popular during lunch breaks. 2–3pm: After lunch lots of people buckle down and ignore their inbox. 3–5pm: Property and financial-related offers are best sent in the early afternoon. 5–7pm: Holiday promotions & B2B promotions get opened mostly in the early evening. 7–10pm: Consumer promotions are popular again after dinner.
  •  23.63% of emails are opened within an hour of being received, this is something we definitely want to get right.
  • For more general emails, open rates, click-through rates and abuse reports were all found to be highest during early mornings and on weekends.
  • In a different study by MailChimp open rates were shown to be noticeably lower on weekends.
  • open rates increased after 12pm, and were highest between 2pm and 5pm.
  • A GetResponse study backed this up by showing that open rates drop off slightly, and click-through rates drop significantly on weekends. GetResponse found that Thursday is the best day for both open rates and click-throughs.
  • 70% of users say they read blogs in the morning More men read blogs at night than women Mondays are the highest traffic days for an average blog 11am is usually the highest traffic hour for an average blog Comments are usually highest on Saturdays and around 9am on most days Blogs that post more than once per day have a higher chance of inbound links and more unique views
Pedro Gonçalves

7 Marketing Lessons from Eye-Tracking Studies #CRO - 0 views

  • Authorship photos might cause people to assume that the page is an article or a blog post rather than a product page.
  • most pages can be optimized by including images that serve as visual cues for where visitors should look next.
  • Relying on the screen above “the fold” to do all of the heavy lifting is one of the biggest usability mistakes you can make. The idea that it is the only place web users will browse is a complete myth.
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  • This coincides with additional research that shows people tend to view the left side of the screen overall far more than the right.
  • According to this study from the Nielsen Group, all across articles, e-commerce sites, and search engine results, people almost always browse in an F-shaped pattern that heavily favors the left side of the screen.
  • Multiple tests (including this one and this other one) have shown that users have no problem scrolling down below the fold. Surprisingly, they will browse even further down if the length of the page is longer.
  • 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. This means that you need to get to the point in your emails in under a minute.
  • This coincides with a study from MarketingSherpa that shows people prefer short, clear, and un-creative headlines for their emails. (Creative headlines can seem mysterious, and mystery in an inbox may equal spam.)
  • Once you’ve earned the right to appear in a prospect’s inbox, be sure to keep that privilege by crafting emails that are clear and get to the point quickly. You don’t have as much time to broadcast your message as you would in an online article.
Pedro Gonçalves

Why Anthony De Rosa Is Joining Circa, And What He Plans To Do When He Gets Th... - 0 views

  • I think in the mobile, in the phone space particularly, I don’t think people have time for opinion and commentary--they just want, “tell me what I need to know, tell me all the facts, tell me what’s going on.” I think on the phone it will probably continue to be that way. I think when we get to the tablet, there may be potential for commentary, for opinion, for bringing in some people who have a specific point of view--if you have time and want to lean back on the couch and read what someone’s take is on something, that might come into play. But I think on the phone, it’s going to be strictly the facts, strictly get to the point, tell me what I need to know, informing people very quickly about different topics
  • if you’re in the business of media or editorial, you’re always going to want to have someone as a human layer--otherwise, it just doesn’t work, I mean I don’t feel like you could ever really present a media product that’s completely automated--those companies are out there and most of them are really crappy.
Pedro Gonçalves

Jovens mais dispostos a pagar conteúdos digitais - 0 views

  • Os jovens estão duas vezes mais dispostos a pagar por conteúdos digitais do que os leitores mais velhos, de acordo com o Digital News Report 2013
  • 20 por cento dos leitores entre os 25 e os 34 anos estão disponíveis para pagar notícias em suportes digitais, por comparação com 10 por cento dos indivíduos com mais de 55 anos.
  • apenas cinco por cento dos inquiridos disse ter pago por informação digital na semana anterior ao inquérito, contra metade que havia comprado um jornal impresso no mesmo período
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  • Embora a base seja baixa, cresceu o número de pessoas disponível a pagar notícias em suportes digitais face ao inquérito anterior
  • Nos Estados Unidos são os utilizadores de tablets e smartphones os que estão mais recetivos ao pagamento de conteúdos – são quase o dobro dos que apresentam a mesma disposição mas não usam aqueles gadgets.
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