The future of content appears to lie in the complex world of embracing all storytelling forms. New research suggests that multi-channel content distribution and marketing of both print and digital products are essential for reaching consumers who are now consuming both in nearly equal amounts.
A 2010 study by Gartner Inc., a leading information technology research and advisory company, has found that the time people spend reading on a digital screen is now almost equal to the time spent reading printed paper text. The study shows that a large majority (94 percent) of tablet and iPad users prefer reading digital texts (52 percent) or find them as readable as printed texts (42 percent). Contrasted with laptop users, 47 percent find screen reading harder than reading printed text, and 33 percent reported it was about the same. The research flips traditional assumptions that text is always easier to read in print.
