Has TV been replaced with iPad reading?

A new study has shown that primetime television may be under attack. The unlikely opponent? iPad-wielding bookworms.

According to a new study done by ReadItLater.com, iPad users are doing the majority of their personal reading during the hours between 7 p.m. and 11p.m. The advertising companies have coveted, and held, those sacred hours for years, but now things might be changing.

The study looked at when web content was being accessed throughout the day, and on what devices. Computer users stay consistent throughout the day, while the iPod’s data has greater peaks because of its mobility.

The iPad data shows that users, who would normally put off reading at the computer during their favorite shows, could be choosing their favorite book or newspaper instead.

The problem lies with the data’s inability to show if users are multitasking. There is no way of knowing if the television is actually being watched or ignored altogether.

For people who work in front of the TV, not much changes.

Dr. Cynthia Burkhead in the English department agrees.

“If someone wants to read, and if that person likes reading in front of the TV, the technology won’t matter,” said Burkhead. “The iPad won’t be a threat to the advertising industry. They will figure out a way to reach you.”

Cara Depew, a UNA professional writing major, does not foresee an immediate change either.

“I don’t think it will have an effect on TV commercials in the short term,” asserted Depew, who tends to read with the television on. “The TV industry is already changing with its integration into the Internet, so we have all come to loathe the 29 second Febreeze ads we have to linger through before we get to watch last night’s episode of Grey’s Anatomy. But in relation to iPad and reading during prime time? I see no significant change for the time being.”

What is changing, however, is the way people read.

ReadItLater said, “As better mobile experiences become more accessible to more readers, this movement will continue to grow. Readers want to consume content in a comfortable place, on their own time, and mobile devices are making it possible for readers to take control once more.”