Lumen Research | PDF vs Turtl: Which content format is most engaging? | Turtl

Learn how and why the PDF loses 90% of engagement.

Lumen research: PDF vs. Turtl: Which format is the most engaging?

A scientific study of the impact of format on reader engagement

Overview: How does format impact reader behavior?

The study in a nutshell

If you use the PDF instead of Turtl, you are missing out on 90% of reader engagement

In 2021, Turtl commissioned Lumen Research to conduct a study that would take the same piece of content and compare how readers engage and interpret that content based on a variety of formats: PDF desktop, Turtl Doc desktop, and Turtl Doc mobile.

The researchers found that Turtl’s interactive format has a dramatic impact on capturing reader attention in comparison to the PDF. They found that this change in reader behavior is also very apparent even on mobile devices. In addition, the interactive format was shown to increase a more favorable image of the brand behind the content than the PDF.

The power of Turtl Docs:

10x	more time spent engaging with Turtl on desktop versus the PDF
7x	more time spent engaging with Turtl on mobile versus the PDF
5x	more readers perceived the brand in a positive light
90%	engagement lost when using PDF vs Turtl

Engagement: Why the PDF loses 90% of engagement

The eye-tracking results

People engage with content more than 10x longer in Turtl than the PDF. How and why?

Participants of this study spent 1006% longer with the Turtl Doc open on desktop than those who were shown the same content in PDF.

Using eye-tracking technology, the researchers found participants also spent 815% more time engaging intently where their eyes were actively focused on the text and imagery on the screen.

The difference in engagement was also significant when the PDF desktop version was compared to Turtl Doc on mobile, despite the much smaller screen and readjusted layout.

The study participants spent 738% more time on the mobile version of the Turtl Doc than the PDF on desktop.

There was a 400% increase in active engagement on mobile as well, with participants focusing on the content much longer on the mobile Turtl Doc versus the PDF.

So why do we see such a dramatic increase in engagement?

Designed for maximum attention

Turtl offers the only digital reading format rooted in psychology, designed to maximize reader attention. Turtl's unique content format is based on principles of psychology on how we read and retain information.

Turtl Docs are structured into two types of pages, the first of which is our highly visual Surf page. These are inspired by the power visuals have over our brains and are designed to lock down the attention of skim readers in particular.

A two-way experience

Below each Surf page are Immerse pages, which support a variety of layouts, visuals, and interactive features. Interactivity keeps the mind active and gives readers autonomy over how they explore a document - without relying on long-scroll experiences.

Dynamic features like Turtl’s polls and charts encourage us to feel more connected with the experience, keeping readers engaged for longer.

Optimized for digital devices

Unlike PDF documents, Turtl’s format offers an excellent reading experience across devices. No pinching or excessive scrolling necessary.

Rooted in psychology

For more on the psychology behind digital engagement and what goes on in the heads of our readers, head to our guide on content psychology 101.

Perception: How format impacts brand perception

Content in Turtl is judged as more friendly and credible

The PDF damages perceptions of your content - and the brand behind it

Participants were asked to give their perception of both the document itself and the two brands (Ebiquity and Turtl) who created the content. Results showed that people viewed a brand as less scientific and less friendly if they received the PDF version.

When asked about the documents, 67% more people considered the Turtl version to be more scientific.

Participants in the study were 367% more likely to view Ebiquity’s brand as “friendly” and 41% more likely to view the brand as "scientific" after reading their content in Turtl.

The only brand value where the PDF version came out on top? Boringness. 10% of readers saw Turtl as "boring" when they experienced the brand via the PDF.

Conclusion: Turtl comes out on top

Why Turtl is the ticket to 10x the engagement

Turtl's interactive format has a significant impact on how your content is read and perceived

In Turtl, your readers:

Spend more time with your content
Maintain engagement levels on mobile devices
Have a more positive perception of your brand

In simple terms – every piece of content you send out in PDF format rather than Turtl is causing you to miss out on between 88% and 90% of audience engagement.

Next up:

Activate research binge mode! Find out how the PDF vs Turtl impacts digital attention, memory, and key information recall in another study by Lumen Research.

Read on

Methodology: How was this research study conducted?

Study by
Lumen Research

Turtl partnered with Lumen Research to conduct this study.

143 respondents in the UK who worked within the Marketing industry were recruited through an online market research panel. 48 were recruited to take part in the mobile study, 47 were recruited to take part in the desktop study, and 48 in the PDF study.

The respondents were shown either the mobile or desktop version of Turtl or the PDF format, while having their eye movements tracked. They accessed Lumen software via their computer, turning their desktop or mobile devices into an eye-tracking camera, and were then exposed to the client work to obtain ‘as live’ engagement data. Respondents were then asked a short recall and perceptions questionnaire.