The goal of the experiment was to find out if age impacts engagement in interactive data stories. We recruited 2,400 participants from the UK and split them into four age cohorts. We did not use names typically connotated with generations to avoid stereotypes. Instead, we called each age cohort by their age range: 18 \u2013 27, 28 \u2013 43, 44 \u2013 59, and 60+.<\/p>\n\n\n
![\"\"](\"https:\/\/i0.wp.com\/dvsnightingale.wpenginepowered.com\/wp-content\/uploads\/2025\/08\/generations-chart-all-1024x410.jpg?resize=720%2C288&ssl=1\")
Three interactive designs<\/strong><\/h2>\n\n\n\nThe researchers tested three interactive data story examples, each inspired by award-winning publishers:<\/p>\n\n\n\n
\n- \u201cMake a Guess\u201d (Design One)<\/strong>: this design asked users to guess an answer to a question and then surprised the user when revealing the correct response. Inspired by the New York Times \u2018You Draw It: How Family Income Predicts Children\u2019s College Chances<\/a>\u2019\u00a0<\/li>\n\n\n\n
- \u201cBreaking the Fourth Wall\u201d (Design Two)<\/strong>: this visualization personalized the experience by asking users to input their name and then integrating their name into the narrative. Inspired by ABC Story Lab \u2018See how global warming has changed the world since your childhood<\/a>\u2019\u00a0<\/li>\n\n\n\n
- \u201cExploration\u201d (Design Three)<\/strong>: this reader-driven design lets users click through interactive cards, encouraging free exploration to create their own narrative. Inspired by The Pudding \u2018A Visual Guide to the Aztec Pantheon<\/a>\u2019<\/li>\n<\/ol>\n\n\n\n
Participants interacted with one randomly-allocated design, answered a 22-question engagement survey, and provided optional qualitative feedback.<\/p>\n\n\n
\n![\"\"](\"https:\/\/i0.wp.com\/dvsnightingale.wpenginepowered.com\/wp-content\/uploads\/2025\/08\/experiment-diagram-1024x357.png?resize=720%2C251&ssl=1\")
Figure 2: A flow diagram of experiment procedure (Chart by Nina Errey)<\/figcaption><\/figure>\n<\/div>\n\n\n<\/div>\n\n\n\nKey findings<\/strong><\/h2>\n\n\n\nThe study\u2019s quantitative analysis confirmed a statistically significant difference in engagement scores (p = 0.03), with the 18 \u2013 27 cohort (mean score: 112) more engaged than the 60+ cohort (mean: 109). <\/p>\n\n\n\n
\n- Younger Audiences (18 \u2013 27)<\/strong>: As digital natives, they noticed interactivity, mentioning it multiple times in their feedback. They comprehended the intent of engagement inside the data story where, for example, they observed that Design Three allowed for data discovery through exploration. Aesthetics also mattered; criticism of \u201cdated\u201d colors or \u201ccluttered\u201d layouts was common, with 12 instances for Design One alone. They preferred concise, gradually revealed text, making information digestible and intuitive.<\/li>\n\n\n\n
- Older Audiences (60+)<\/strong>: This group faced usability challenges, reporting confusion or distraction from interactive elements like scrolling. They desired more contextual text to fill knowledge gaps, with multiple instances requesting additional information. Their lower engagement scores reflect these barriers. Furthermore, this age cohort mostly did not observe the intent of the data story author to use interactivity to engage. There was comparatively little mention of interactivity with this age group.<\/li>\n<\/ul>\n\n\n\n
![\"\"](\"https:\/\/i0.wp.com\/dvsnightingale.wpenginepowered.com\/wp-content\/uploads\/2025\/08\/histograms-all-age-groups-1024x549.jpg?resize=720%2C386&ssl=1\")
Figure 3. Series of histograms presenting each age cohort and frequency of engagement score (Chart by Nina Errey)<\/figcaption><\/figure>\n<\/div>\n\n\n<\/div>\n\n\n\n![\"\"](\"https:\/\/i0.wp.com\/dvsnightingale.wpenginepowered.com\/wp-content\/uploads\/2025\/08\/comparing-age-groups-1024x367.jpg?resize=720%2C258&ssl=1\")
Figure 4. Histogram comparing oldest and youngest age cohort and frequency of engagement score on the same axis (Chart by Nina Errey)<\/figcaption><\/figure>\n<\/div>\n\n\n<\/div>\n\n\n\nDesign recommendations<\/strong><\/h2>\n\n\n\nFor authors, these findings translate into practical strategies to create inclusive interactive data stories that resonate across age groups:<\/p>\n\n\n\n
For Younger Audiences<\/strong><\/p>\n\n\n\n\n- Embrace Bold Interactivity<\/strong>: Leverage narrative design patterns like \u201cMake a Guess\u201d or \u201cExploration\u201d to engage tech-savvy users. Explicit interactive elements align with their expectations, boosting engagement by making them active participants.<\/li>\n\n\n\n
- Prioritize Aesthetics<\/strong>: Clean, modern interfaces with vibrant color palettes and minimal clutter are critical. Avoid outdated or busy designs, as younger users are quick to disengage when aesthetics fall short.<\/li>\n<\/ul>\n\n\n\n
For Older Audiences<\/strong><\/p>\n\n\n\n\n- Simplify Usability<\/strong>: Ensure interactive elements, like scrolling or buttons, are intuitive and clearly marked. Complex interactions can lead to missed data, undermining the narrative\u2019s message.<\/li>\n<\/ul>\n\n\n\n
Provide Context<\/strong>: Offer optional detailed text to provide background information, addressing potential knowledge gaps without overwhelming the primary narrative.<\/p>\n\n\n\nWhy this is important for authors of interactive data stories<\/strong><\/h2>\n\n\n\nThis study empowers authors to move beyond one-size-fits-all designs. By understanding age-related preferences, you can craft data stories that resonate with your target audience. For younger users, it\u2019s about creating visually appealing experiences that leverage their digital fluency. For older users, it\u2019s about reducing barriers and providing context to ensure accessibility. The study\u2019s emphasis on inclusivity aligns with the broader push for universal design in visualization, ensuring no audience is left behind.<\/p>\n\n\n\n
Moreover, the findings challenge assumptions. Younger users don\u2019t just \u201ccrave\u201d multimedia\u2014they engage deeply when interactivity is purposeful. Older users aren\u2019t inherently tech-averse; they simply need designs that prioritize usability. By applying these insights, authors can create visualizations that not only inform but also inspire, fostering engagement across generations.<\/p>\n\n\n\n
\n\n\n\nN. Errey\u00a0et al<\/em>., “An Age-based Study into Interactive Narrative Visualization Engagement,” in\u00a0IEEE Computer Graphics and Applications<\/em>, doi: 10.1109\/MCG.2025.3591817<\/a>. Read a preprint available here: https:\/\/arxiv.org\/html\/2507.12734v2<\/a><\/p>\nCategories<\/span>Design<\/a><\/div>
Participants interacted with one randomly-allocated design, answered a 22-question engagement survey, and provided optional qualitative feedback.<\/p>\n\n\n
Key findings<\/strong><\/h2>\n\n\n\nThe study\u2019s quantitative analysis confirmed a statistically significant difference in engagement scores (p = 0.03), with the 18 \u2013 27 cohort (mean score: 112) more engaged than the 60+ cohort (mean: 109). <\/p>\n\n\n\n
\n- Younger Audiences (18 \u2013 27)<\/strong>: As digital natives, they noticed interactivity, mentioning it multiple times in their feedback. They comprehended the intent of engagement inside the data story where, for example, they observed that Design Three allowed for data discovery through exploration. Aesthetics also mattered; criticism of \u201cdated\u201d colors or \u201ccluttered\u201d layouts was common, with 12 instances for Design One alone. They preferred concise, gradually revealed text, making information digestible and intuitive.<\/li>\n\n\n\n
- Older Audiences (60+)<\/strong>: This group faced usability challenges, reporting confusion or distraction from interactive elements like scrolling. They desired more contextual text to fill knowledge gaps, with multiple instances requesting additional information. Their lower engagement scores reflect these barriers. Furthermore, this age cohort mostly did not observe the intent of the data story author to use interactivity to engage. There was comparatively little mention of interactivity with this age group.<\/li>\n<\/ul>\n\n\n\n
Figure 3. Series of histograms presenting each age cohort and frequency of engagement score (Chart by Nina Errey)<\/figcaption><\/figure>\n<\/div>\n\n\n<\/div>\n\n\n\nFigure 4. Histogram comparing oldest and youngest age cohort and frequency of engagement score on the same axis (Chart by Nina Errey)<\/figcaption><\/figure>\n<\/div>\n\n\n<\/div>\n\n\n\nDesign recommendations<\/strong><\/h2>\n\n\n\nFor authors, these findings translate into practical strategies to create inclusive interactive data stories that resonate across age groups:<\/p>\n\n\n\n
For Younger Audiences<\/strong><\/p>\n\n\n\n\n- Embrace Bold Interactivity<\/strong>: Leverage narrative design patterns like \u201cMake a Guess\u201d or \u201cExploration\u201d to engage tech-savvy users. Explicit interactive elements align with their expectations, boosting engagement by making them active participants.<\/li>\n\n\n\n
- Prioritize Aesthetics<\/strong>: Clean, modern interfaces with vibrant color palettes and minimal clutter are critical. Avoid outdated or busy designs, as younger users are quick to disengage when aesthetics fall short.<\/li>\n<\/ul>\n\n\n\n
For Older Audiences<\/strong><\/p>\n\n\n\n\n- Simplify Usability<\/strong>: Ensure interactive elements, like scrolling or buttons, are intuitive and clearly marked. Complex interactions can lead to missed data, undermining the narrative\u2019s message.<\/li>\n<\/ul>\n\n\n\n
Provide Context<\/strong>: Offer optional detailed text to provide background information, addressing potential knowledge gaps without overwhelming the primary narrative.<\/p>\n\n\n\nWhy this is important for authors of interactive data stories<\/strong><\/h2>\n\n\n\nThis study empowers authors to move beyond one-size-fits-all designs. By understanding age-related preferences, you can craft data stories that resonate with your target audience. For younger users, it\u2019s about creating visually appealing experiences that leverage their digital fluency. For older users, it\u2019s about reducing barriers and providing context to ensure accessibility. The study\u2019s emphasis on inclusivity aligns with the broader push for universal design in visualization, ensuring no audience is left behind.<\/p>\n\n\n\n
Moreover, the findings challenge assumptions. Younger users don\u2019t just \u201ccrave\u201d multimedia\u2014they engage deeply when interactivity is purposeful. Older users aren\u2019t inherently tech-averse; they simply need designs that prioritize usability. By applying these insights, authors can create visualizations that not only inform but also inspire, fostering engagement across generations.<\/p>\n\n\n\n
\n\n\n\nN. Errey\u00a0et al<\/em>., “An Age-based Study into Interactive Narrative Visualization Engagement,” in\u00a0IEEE Computer Graphics and Applications<\/em>, doi: 10.1109\/MCG.2025.3591817<\/a>. Read a preprint available here: https:\/\/arxiv.org\/html\/2507.12734v2<\/a><\/p>\nCategories<\/span>Design<\/a><\/div>
Design recommendations<\/strong><\/h2>\n\n\n\nFor authors, these findings translate into practical strategies to create inclusive interactive data stories that resonate across age groups:<\/p>\n\n\n\n
For Younger Audiences<\/strong><\/p>\n\n\n\n\n- Embrace Bold Interactivity<\/strong>: Leverage narrative design patterns like \u201cMake a Guess\u201d or \u201cExploration\u201d to engage tech-savvy users. Explicit interactive elements align with their expectations, boosting engagement by making them active participants.<\/li>\n\n\n\n
- Prioritize Aesthetics<\/strong>: Clean, modern interfaces with vibrant color palettes and minimal clutter are critical. Avoid outdated or busy designs, as younger users are quick to disengage when aesthetics fall short.<\/li>\n<\/ul>\n\n\n\n
For Older Audiences<\/strong><\/p>\n\n\n\n\n- Simplify Usability<\/strong>: Ensure interactive elements, like scrolling or buttons, are intuitive and clearly marked. Complex interactions can lead to missed data, undermining the narrative\u2019s message.<\/li>\n<\/ul>\n\n\n\n
Provide Context<\/strong>: Offer optional detailed text to provide background information, addressing potential knowledge gaps without overwhelming the primary narrative.<\/p>\n\n\n\nWhy this is important for authors of interactive data stories<\/strong><\/h2>\n\n\n\nThis study empowers authors to move beyond one-size-fits-all designs. By understanding age-related preferences, you can craft data stories that resonate with your target audience. For younger users, it\u2019s about creating visually appealing experiences that leverage their digital fluency. For older users, it\u2019s about reducing barriers and providing context to ensure accessibility. The study\u2019s emphasis on inclusivity aligns with the broader push for universal design in visualization, ensuring no audience is left behind.<\/p>\n\n\n\n
Moreover, the findings challenge assumptions. Younger users don\u2019t just \u201ccrave\u201d multimedia\u2014they engage deeply when interactivity is purposeful. Older users aren\u2019t inherently tech-averse; they simply need designs that prioritize usability. By applying these insights, authors can create visualizations that not only inform but also inspire, fostering engagement across generations.<\/p>\n\n\n\n
\n\n\n\nN. Errey\u00a0et al<\/em>., “An Age-based Study into Interactive Narrative Visualization Engagement,” in\u00a0IEEE Computer Graphics and Applications<\/em>, doi: 10.1109\/MCG.2025.3591817<\/a>. Read a preprint available here: https:\/\/arxiv.org\/html\/2507.12734v2<\/a><\/p>\nCategories<\/span>Design<\/a><\/div>
- \n
- Embrace Bold Interactivity<\/strong>: Leverage narrative design patterns like \u201cMake a Guess\u201d or \u201cExploration\u201d to engage tech-savvy users. Explicit interactive elements align with their expectations, boosting engagement by making them active participants.<\/li>\n\n\n\n
- Prioritize Aesthetics<\/strong>: Clean, modern interfaces with vibrant color palettes and minimal clutter are critical. Avoid outdated or busy designs, as younger users are quick to disengage when aesthetics fall short.<\/li>\n<\/ul>\n\n\n\n
For Older Audiences<\/strong><\/p>\n\n\n\n
- \n
- Simplify Usability<\/strong>: Ensure interactive elements, like scrolling or buttons, are intuitive and clearly marked. Complex interactions can lead to missed data, undermining the narrative\u2019s message.<\/li>\n<\/ul>\n\n\n\n
Provide Context<\/strong>: Offer optional detailed text to provide background information, addressing potential knowledge gaps without overwhelming the primary narrative.<\/p>\n\n\n\n
Why this is important for authors of interactive data stories<\/strong><\/h2>\n\n\n\n
This study empowers authors to move beyond one-size-fits-all designs. By understanding age-related preferences, you can craft data stories that resonate with your target audience. For younger users, it\u2019s about creating visually appealing experiences that leverage their digital fluency. For older users, it\u2019s about reducing barriers and providing context to ensure accessibility. The study\u2019s emphasis on inclusivity aligns with the broader push for universal design in visualization, ensuring no audience is left behind.<\/p>\n\n\n\n
Moreover, the findings challenge assumptions. Younger users don\u2019t just \u201ccrave\u201d multimedia\u2014they engage deeply when interactivity is purposeful. Older users aren\u2019t inherently tech-averse; they simply need designs that prioritize usability. By applying these insights, authors can create visualizations that not only inform but also inspire, fostering engagement across generations.<\/p>\n\n\n\n
\n\n\n\nN. Errey\u00a0et al<\/em>., “An Age-based Study into Interactive Narrative Visualization Engagement,” in\u00a0IEEE Computer Graphics and Applications<\/em>, doi: 10.1109\/MCG.2025.3591817<\/a>. Read a preprint available here: https:\/\/arxiv.org\/html\/2507.12734v2<\/a><\/p>\n
Categories<\/span>Design<\/a><\/div>
- Prioritize Aesthetics<\/strong>: Clean, modern interfaces with vibrant color palettes and minimal clutter are critical. Avoid outdated or busy designs, as younger users are quick to disengage when aesthetics fall short.<\/li>\n<\/ul>\n\n\n\n