Spritz technology compels faster

reading without sacrificing

comprehension
Spritz is a new mobile phone technology designed to assist the reading experience on mobile phones by
feeding readers one word at a time. This research tested Spritz reading a brand new experience for all
respondents against traditional reading something respondents have been doing their whole life, to
understand how it compares in both reading speed and comprehension.
Among first time Spritz users, the technology produces a faster reading experience without sacrificing
comprehension.
Additionally, new Spritz users report that they like the reading experience and indicate strong intention to use
it in the future. The few complaints were focused around functions that were limited due to the nature of the
speed test such as the ability to pause and rewind. These features do actually exist in the real-world product.

110 word
email

210 word
article

35.3

63.8

Control Traditional Reading

28.7

54.8

Spritz Full Speed Options

23.8

45.4

Spritz Limited Speed Options

Even among first time

users, reading speed is
considerably faster than
traditional readers (up to
40% in this test), who
have been reading this
way their entire lives.
SPRITZ READING SPEED

SECONDS TO READ
PASSAGE SHOWN

IS FASTER THAN TRADITIONAL READING

% CORRECT RESPONSES TO
COMREHENSION QUESTIONS
SHOWN

110 word
email

210 word
article

Control Traditional Reading

82%

76%

Spritz Full Speed Options

77%

71%

Spritz Limited Speed Options

76%

68%

SPRITZ READING COMPREHENSION

Even though Spritzers

are reading faster, they
take in about the same
amount of information
as traditional readers.

IS COMPARABLE

READERS ENJOY SPRITZING

77%

Like Spritz Technology

Q. Overall, would you say you enjoyed the reading experience that comes with using this new technology
very much, somewhat, not very much or not at all?

78%

Find Technology Easy to Use

Q. In your opinion, how easy to use is the new technology?

69%

Likely to Use Again

Q. After using this technology, how likely are you to use it again?

70%

Likely to Recommend
Q. After using this technology, how likely are you to recommend it to others?

It is a very sophisticated and

modern way of reading. It has
made reading much easier then
flipping the pages or touching
the touch screen.

To be honest even
250 wpm is just a
wee bit fast. I
missed a word here
and there. I believe
its something you
have to get
accompanied too.

Spritz is seen
as valuable for
a variety of
reading
materials on
mobile phones
Q. For which (type(s) of content would
you consider using the Spritz
technology on your mobile phone?
Please select all that apply.

I find it much easier to remember what

I've read and I couldn't zone out like I
would reading a regular piece of paper. It
also keeps me from skipping lines. I
enjoyed using this new technology.

I couldn't go back when I missed

something. When I missed a word, I
missed more because I was trying to
figure out what it was that I missed. I
felt like I missed too much info.

I don't like it. It doesn't give me the

chance to go back and re-read.

43%

News or
magazine
articles

Even though Spritz

readers were using a
reduced functionality
tool no rewind button,
no pause button, and, for
some, limited slower
reading speeds Spritz
readers are excited about
the technology
I think it's great because it
increases or decreases the speed to
your reading level. I think it's
going to be the future of reading.
I've always hated reading but
this makes it easier for me to
retain the information.

The few complaints were focused

on the features that were limited
rewind button, pause button,
lower speed settings functions
the tool does, in actuality, have.

43%

37%

29%

Emails

Books

Blog Post

Please contact Lowell Eschen at lowell.eschen@bm.com, (212)-6144081 or Sandy Choi at sandy.choi@bm.com, (212) 614-4757 with any
questions.
Data available upon request.

RESEARCH DESIGN
Respondents were timed as they read two different reading exercises. Those who were assigned to the Control cell
read the passages traditionally, whereas those who were in the Test cell read the passages using the Spritz
technology. Respondents answered 7 comprehension questions about what they read after each passage. Questions
were designed to understand whether respondents were able to retain key pieces of information from each passage.
The Test cell respondents also answered a few additional questions about their experience using the Spritz technology
in a final drill down section after their reading exercises.
Research was conducted in two phases. In the first phase, Test cell respondents (those who read using Spritz
Technology) were given a full range of speed options, including 100, 200, 250, 300, 350, 400, 450, 500, 600, and
700wmp. The second phase removed the 100 and 200wmp speed options, limiting the lower end of the Spritz reading
speed range to 250wmp.

SHORT EMAIL TEXT

116 words
Flesch-Kincaid Reading Ease: 80.3
Average Grade Level: 5.7
Average Syllables per Word: 1.4
Average Words per Sentence: 9.7
Hello Employees!
Get your sunscreen ready its time
for our annual Summer Picnic! What
better way to enjoy spending time
with your coworkers than out of the
office? This years picnic will be held
at Summerville Park, July 25th at 1:00
p.m. Wear your Hawaiian prints the
theme is Luau! Well be cooking
hamburgers on the grill, and will have
an assortment of other cookout sides
like baked beans and potato salad. We
will have lawn games including
badminton and bocce ball. Its time to
sit back, relax, and forget about work
for an afternoon! Please RSVP to me
by July 11th.
Hope to see you all there!
Rebecca Smith

METHODOLOGY

LONGER ONLINE ARTICLE TEXT

210 words
Flesch-Kincaid Reading Ease: 55.1
Average Grade Level: 9.8
Average Syllables per Word: 1.6
Average Words per Sentence: 14.4

The jaguar is a big cat. Its the third-largest feline after the tiger and the lion,
and the largest in the Western Hemisphere. The jaguar's present range
extends from Mexico across much of Central America and south to Paraguay
and northern Argentina.
Dense rainforest is its preferred habitat. But the jaguar will range across a
variety of forested and open terrains. It generally stays near water and is one
of the only felines that enjoys swimming. The jaguar is a solitary animal,
living and hunting alone for much of its life outside mother-cub groups. It is
a stalk-and-ambush predator, rather than a chase predator, and exists at the
top of its food chain. It plays an important role in stabilizing its ecosystem
and regulating the populations of the animals it hunts.
The jaguar is a near threatened species and its numbers are declining.
Threats include loss and destruction of habitat. International trade in jaguars
or their parts is prohibited. But the cat is still frequently killed by humans,
most commonly in conflicts with ranchers and farmers in South America.
The jaguar has featured prominently in the mythology of numerous
indigenous American cultures, including those of the Maya and Aztec. The
jaguar has long been a symbol of power and strength.

WINNING KNOWLEDGE

T M

Penn Schoen Berland conducted this research in two phases, each among 500 general consumers who speak
English as their first and primary language. The first online study was conducted June 2 9, 2014, and the
second online study was conducted June 11 17, 2014. Research was commissioned by Spritz.
All numbers shown in this report represent percentages unless otherwise noted. Questions answered by the full
sample of 250 consumers per cells are subject to a sampling error of plus or minus approximately 5.1
percentage points at the 90 percent confidence level. This means that in 90 out of 100 samples like the one used
here, the results obtained should be no more than 5.1 percentage points above or below the figure that would
be obtained by interviewing the full population of the audiences included in this research. In addition to
sampling error, one should bear in mind that question wording and practical difficulties in conducting surveys
can introduce error or bias into the findings of opinion polls.