Dumping Flash Pays Off In Extended User Engagement

In early May, Scribd announced its plans to ditch Adobe’s Flash and began the arduous process of converting every document (of its “tens of millions”) to native, HTML5 pages…

That gamble has paid off handsomely for Scribd. Although the number of unique visitors still stands at roughly 50 million per month, those users are spending significantly more time perusing documents and sharing with friends.That growth in user engagement has rapidly accelerated in the past month. On May 25, at TechCrunch Disrupt, Friedman said user engagement had doubled— implying strong acceleration in the last three weeks.

A richer user experience that simultaneously doesn’t slow the system/browser down is used by people more? A lot more? Yes. Duh.

To those companies thinking a switch from Flash gains them nothing because the content is already viewable: Think again.