How Internet Users Read Online

It's a fact -- people online don't read the same way they do print. That's not to say they don't read at all, as some people profess, just differently.

There have been a number of studies conducted to find out how we all read and interact with content on the internet. Knowing their findings can actually make us better writers.

If you know the "how" of readers online, you can make sure your articles and posts are formatted for the best chance of reading success. Let's take a look at some of the statistics.

Internet Behavior Statistics

• In a study by Missouri University of Science and Technology, it was concluded that readers spend 2.6 seconds scanning a webpage prior to settling on a particular section (or hitting the back button). First impressions are very important.  
• In a usability test the Neilson Norman Group tried different styles of writing. When 3 styles were combined (scannable, concise and objectionable) the users tested found the content 124% more usable.
• Relevance -- Most experts agree that relevance of the content is most important to turn a scanner into a reader. Angie Schottmuller (Inbound Marketing Advisor) has even come up with the "Triangle of Relevance" formula to help give searchers what they want in our writing. 
• According to another Neilson Norman Group Study, people actually read content when it meets 2 goals: Information Architecture and Good Page Layout. 

Changing Our Style of Writing So It Will Be Read

Now that we have some statistics related to how internet users read, all we have to do is tailor our writing to them. Sounds simple, right? With a few stylistic changes, you will have a much better chance of being read -- word for word -- rather than scanned. Make sure you aren't making any of these mistakes in your online writing either...

Check out some of our other articles for specific ideas for titles, page layout, info architecture, using images and more!