When a reader is given a choice about how to consume their content, a major shift in behavior occurs. They no longer consume the majority of their content during the day, on their computer. Instead they shift that content to prime time and onto a device better suited for consumption. 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.