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When a reader is given a choice about how to consume their content, a major shift in behavior occurs.  They no longer consume the majority of their content during the day, on their computer.  Instead they shift that content to prime time and onto a device better suited for consumption.

it appears that the devices users prefer for reading are mobile devices, most notably the iPad.  It’s the iPad leading the jailbreak from consuming content in our desk chairs.

"It's important to remember that a good third of our visual cortex ... is devoted to literacy, reading. This 5000-year-old cultural invention has usurped a huge chunk of the brain," he said. "One of the trade-offs of this is that people who can read are a little worse at 'quote-unquote' reading the natural world and remembering objects such as plants and animals, because so much of our visual vortex is devoted to letters, syllables and words."