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! 

5 Differences Between Writing for Web and Writing for Print

Writing for print is different than writing for the web.

There is a huge difference between writing for the web and writing for printed articles. The sooner web writers figure this out, the better. Readers, their reasons for reading and what they read are very different online than they are in printed materials.

If you want to write for the web, you have to first forget ideas that were drilled into you about writing for print. The online reader is a different breed. They aren't ruled by proper grammar, sentence structure and flourishes of  descriptive writing or back story.

The key to being a successful writer online is to know what your target audience wants and give it to them. Check out the list of 5 differences below. You might have an "Aha" moment.

#5 -- Online Readers are actually "Online Scanners"

Rarely do they read word for word like a book or newspaper might be read. Accept this and embrace it in your writing by changing the style or format of your text on the page.

#4  -- Get to the point

While magazines and books can afford a flowery version, searchers online want to quickly verify your article or webpage has the information they are interested in.

#3  -- Use relevant images

This not only helps break up the text but a picture about your topic reinforces the idea the searcher is in the right place for information they seek.

#2  --  Make a promise...

with your title or headline and follow through in the body of the article or post. Trying to trick searchers will only hurt your credibility in the end.

#1 --  Use conversational writing whenever possible

The web is filled with people of different education levels and from different backgrounds. English composition writing takes time to read and write. Write like you are talking to a friend and everyone will understand the gist of your post or article.

Now, try an exercise. Pull up an article or post you've written. Check your writing against the differences listed. Rewrite the article (or parts of it) if necessary and re-publish it. See if your comments and/or traffic changes for the better...