Poynter to Launch Mobile Eye Tracking Study

In the US, The Poynter Institute - which provides journalists with online and multimedia training - is to launch a study of reader engagement with news and advertising on mobiles and tablets. Data will be collected by a variety of means including eye tracking, surveys, media diaries and observations.

Poynter's News University offers training to journalists, journalism students, teachers and the public through more than 275 interactive e-learning modules and other forms of training. The organization has more than 200,000 registered users in 225 countries.

Using a $50k grant awarded by journalism funding body the Knight Foundation, the Institute will build on its existing EyeTrack methodology to measure how long people read text and advertising, their page views and how much information they retain and understand when using their mobile devices.

EyeTrack, which was developed to find out how people read news web sites, combines its eyetracking techniques with site metrics gleaned from usability testing, focus groups and log analysis.

Stephen Buckley, Poynter's Dean of Faculty, comments: 'With the rapid development of reporting devices, many news organizations are struggling to understand which forms will be most effective. We have a unique opportunity, even responsibility, to help guide the news industry as it figures out the future of mobile storytelling.'

The institute plans four rounds of testing over the next six to nine months, at the end of which it will produce a report in print, online and tablet and will disseminate the information through a number of conferences and events.

Web sites: www.poynter.org and www.knightfoundation.org .