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

PDFs are costing you 90% of your audience engagement.

For years, PDFs have been the default format for digital content. They’re easy to create, simple to share, and universally accessible. But here’s the harsh truth: PDFs are a black hole for audience engagement.

In fact, if you’re still using PDFs for your marketing, you’re missing out on 90% of potential engagement—and that’s not just an empty claim. It’s backed by research.

In 2021, Turtl partnered with Lumen Research to conduct a groundbreaking study comparing audience engagement across three formats:

1. PDF (desktop)
   
   
2. Turtl Doc (desktop)
   
   
3. Turtl Doc (mobile)
   
   

The results were staggering.

Turtl’s interactive format didn’t just slightly outperform PDFs, it blew them out of the water:

• 10X more time spent engaging with Turtl Docs on desktop
  
  
• 7X more time spent engaging with Turtl Docs on mobile
  
  
• 5X more readers perceived the brand behind the content in a positive light
  
  
• 90% of engagement is lost when using a PDF instead of Turtl
  
  

And that’s just the beginning.

It comes down to psychology. 

1. PDFs are not designed for Engagement

People don’t read PDFs; they scan them. Long, static blocks of text overwhelm readers, causing them to bounce before they even begin.

Turtl Docs, on the other hand, are built using psychological principles to maximize reader attention. Each document is structured into:

• Highly visual Chapter pages that immediately grab attention
  
  
• Interactive Content pages that encourage readers to engage, explore, and interact
  
  

2. PDFs are passive, not interactive

Engagement isn’t about time spent, it’s about how actively a reader interacts with your content.

Using eye-tracking technology, the study found that participants spent 815% more time actively engaging (eyes focused on the screen) with Turtl Docs compared to PDFs.

Turtl Docs include:

•  Polls and quizzes that encourage participation
  
  
•  Interactive charts that allow readers to explore data
  
  
• Multimedia elements like videos, animations, and embedded links
  
  

All of this keeps your audience engaged, rather than passively scrolling (or worse—closing the tab).

3. PDFs are terrible on mobile

Ever tried reading a PDF on your phone? It’s a nightmare. Pinching, zooming, scrolling sideways—it’s the digital equivalent of wrestling an octopus.

The study found that readers spent 400% more time engaging with Turtl Docs on mobile than they did with PDFs. Why? Because Turtl Docs are built for the modern reader:

•  Fully responsive across all devices
  
  
• No endless scrolling or resizing
  
  
• Smooth, interactive experience
  designed for mobile consumption
  
  

Beyond engagement, the format you choose also affects how your audience feels about your brand.

The study showed that after reading content in a Turtl Doc:

✔ 67% more people considered the brand to be “scientific”

✔ Readers were 367% more likely to see the brand as “friendly”

✔ 41% more likely to view the brand as authoritative

Meanwhile, the only positive perception the PDF scored higher on? It's boring af.

Every piece of content you send as a PDF is leaving engagement (and revenue) on the table.

Turtl Docs aren’t just another content format. They’re a revenue content platform designed to maximize engagement, personalize experiences, and tie content directly to pipeline impact. 

The question isn’t whether you can afford to switch—it’s whether you can afford not to.

Turtl commissioned Lumen Research to conduct a study that used the same piece of content and compared how readers engage with and interpret that content based on a variety of formats.

The researchers found that Turtl’s interactive format has a dramatic impact on capturing reader attention in comparison to the PDF.

Read the full study below.