Online readers read more and longer??

Hmmm. Some surprising results from the esteemed Poynter Institute research that specializes in the media and newspaper space.
“Researchers found that online readers read, on average, 77 per cent of the way through each story they chose to read. Readers of tabloid newspapers read 57 per cent of each story they started, and broadsheet readers 62 per cent.”
Do online readers really read more?
in Neil Sanderson
http://neilsanderson.com
Bring the E-Books Home
in TeleRead
http://www.teleread.org/blog
Online readers last longer
in Neil Sanderson 5 days ago · http://neilsanderson.com
Interesting. I know folks are more likely to print articles that exceed 3 pages and read shorter articles online. Maybe this reseaarch better applies to blogs and news.
Stephen