What Nielson found by analyzing the data in the study was that although people spend more time on pages with more words and more information, they only spend 4.4 seconds more for each additional 100 words. By calculating reading rates, he concluded that when you add more verbiage to a page, people will only read 18% of it.
Some other interesting findings include:
- On an average visit, users read half the information only on those pages with 111 words or less.
- People spend some of their time understanding the page layout and navigation features, as well as looking at the images. People don't read during every single second of a page visit.
- On average, users will have time to read 28% of the words if they devote all of their time to reading. More realistically, users will read about 20% of the text on the average page
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