An Analysis of Efficiency of Data Communicating: Exploring the Impact of Data Types on the Consumers’ Comprehension Scope

Abstract

This study (N = 46) employed a multimodal approach, combining surveys and eye-tracking technology, to explore factors influencing audiences’ comprehension of data found in a news article. The study sought to investigate the connections among participants' dispositions, the presentation methods of data types, audience attention spans, and the comprehensiveness of audience understanding. Leveraging Gal's (2002) data literacy model, the research explored the integration of literacy and dispositional elements and their impact on data literacy within the context of print news. Findings indicated a significant positive correlation between motivation, career aspirations, and data comprehension levels, suggesting a future-oriented pattern in consuming data in news. Additional findings further illuminate the gender gap in numeracy with respect to dispositional factors: while men excel in mental calculation, women are more adept at graph reading and information retrieval. These dispositional factors also contribute to the observed gender differences: motivational factors significantly influence men's perception of difficulty, whereas career aspirations play a pivotal role in enhancing women's comprehension abilities, leading them to perform better than men. The study highlights the need to consider evidence-based best practices for designing quantitative information in news, considering how audience disposition may influence the complexity, types, and organization of this information to enhance communication effectiveness. Such strategic presentation can significantly empower audiences, fostering informed decision-making and enhancing the quality of rational public discourse.