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Berlin-based social e-reading startup Readmill has been iOS-only until now, but on Thursday it launched on Android (s GOOG) as well. The company says it’s found that users read more and read for longer on phones than on tablets.
The company also announced partnerships with All Romance, the popular romance ebookstore, and Epubli, the self-publishing platform from German publisher Holtzbrinck. All Romance and Epubli join over 88 other publishers, digital bookstores and authors in adding “Send to Readmill” buttons to their websites, allowing readers to buy a book from the site and send it straight to the Readmill app.
Readmill’s Android update will work on all Android devices running Ice Cream Sandwich (4.0) and higher, but it’s designed for phones. That’s deliberate, the company says. Founder and CEO Henrik Berggren told me that since launching on iPhone in February, the company has found that readers on their phones are more engaged than readers on iPad(s aapl). “It’s astonishing to see that with the shift to phones we can get people to read more books,” he said. Here’s a slide from his recent presentation at a Swedish media conference: