These figures need to be compared with other research shows that people seem happy to consume long articles on their mobiles. "Ad Age looked at ... Tumblr, WordPress, Blogger to see how their traffic has changed over the last year and what effect [mobile] has had on the time people spend with each service...." On the one hand we read about the …

“There is a huge audience of readers out there craving this kind of storytelling ... With phones and tablets, they now always have a reading device available on them to dig into something.”