"Nobody can read anymore - especially online. We are searching for answers, scanning for keywords, like bears fishing by the waterfall for salmon. We don't really read, we hunt for info. This isn't laziness. It's how we don't get buried under tons of trash content. Even with books, we struggle to read- real, good books - so what can we say about some webpage?"
"NN/g found out that 79% of people constantly scan any new page they come across. Only 16% of peopleread every word on a page. Decades of eye-tracking research from NN/g show that: users don't consume digital text line by line, users move through content in predictable scanning patterns, searching for answers to a specific question they already have in mind."
Most users scan online pages instead of reading every word. Eye-tracking research reports that 79% of users constantly scan and only 16% read every word. Scanning behavior fixates on select words or phrases rather than whole lines. Users move through pages in predictable patterns while seeking specific answers already in mind. Scannable text uses clear headings, short paragraphs, lists, emphasized keywords, and visual cues to surface answers quickly. Designing for scanning reduces cognitive load, helps filter irrelevant information, and prevents readers from being overwhelmed by excessive low-value content.
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