People Read More Thoroughly Online – Does It Apply To Video Too?

There is a known assumption, that online news readers have shorter attention span than readers of good old newspapers. Therefore, online articles should be shorter and more to the point than newspaper articles. This concept also lies in the basis of blogging – as we usually try to limit our posts to 500 +- words.

Well, Poynter Institute, located in Florida, published an interesting research about the way people consume online articles. The buttom line – 77% of the readers read full articles online. Not only that, this figure is higher than what is being read off line. The research was done using special equipment that analyzes eye movement – therefore, it is pretty accurate.

Two main point to consider:

1. Should we start writing longer posts? Personally, I don’t like to write or read long posts. I believe that the short format we are using today is much more effective. Then again, it might be due to my ADD 🙂

2. Another assumption I’ve heard a lot is that online videos should be short, up to 5 minutes. Should we reconsider it?

What do you think? What are your experiences? Do we have hard facts re the effectiveness of short clips in comparison to long ones (yes, it is also directed to Blip, Veoh and the rest of these guys)? How does it affect the type of content we are creating?

As always, feel free to comment.

More to come…

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2 Responses to “People Read More Thoroughly Online – Does It Apply To Video Too?”


  1. 1 Barlow Keener March 31, 2007 at 5:06 pm

    Video ads online are getting better click through and interest than on TV for two reasons: a) viewers on the internet are leaning in and paying more attention than on TV and b) only one ad runs at a time and it is quick rather than a stack of advertisements that blurr the mind.

    By 2010, (eMarketer) online video advertising will be $3 billion, less than 10 percent of total online ad spending mainly for banner ads. I think this estimate is very low and will change dramatically this year. It is small compared to the $25.2 billion that will be spent on online advertising 2010. TV/cable advertising spend $77.9 billion. This number will decrease.

  2. 2 thebeginner April 16, 2007 at 11:41 am

    Well, while posts i made 5-6 years ago always got calls to shorten the text, I hear no such complaints today. Perhaps the audience has matured? (or have screens become larger?)
    Regarding video, btw – I usually lose patience with anything longer than 1 minute…


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