How People Read Online: New and Old Findings ↗

Kate Moran (Nielsen Norman Group) rilegge tredici anni di eyetracking: i layout cambiano, ma online le persone continuano a scansionare invece di leggere.

People still primarily scan, rather than read. Scanning all of the text on a page, or even a majority, is still extremely rare. Even when users do scan content in its entirety, they never scan it perfectly linearly. They still jump around pages, skipping some content, backtracking to scan what they skipped, and rescanning content they’ve already scanned.

As in 2006, content creators need to accept this fact: People are not likely to read your content completely or linearly. They just want to pick out the information that is most pertinent to their current needs.