How do we read on the web?
How is reading on the web different to how we read print?
As promised, here's an easy to understand summary of how we read digital copy (websites/mobile/blogs) compared to print copy (books/leaflets/packaging). This will help you if you're writing anything online. This really is the foundation of how to write online. If you know how people read online, you can use this to write in a way that delivers the information your audience needs quickly and in a way that keeps the reader reading.
Researchers from Nielsen Norman Group have used eye tracking equipment to study how we read online and found some interesting results.
PRINT READING VS WEB READING
How we read
- Web: Non-linear - scrolling up and down - clicking links - scanning
- Print: Linear – top to bottom – front to back – almost every word
Why we read
- Web: Usually task-based, looking for information, to complete a task
- Print: Usually for leisure, looking to relax, enjoyment
Effect of reading
- Web: Screens will tire your eyes
- Print: Easier on your eyes
Commitment to reading
- Web: Less attention is given – We have less than 7 seconds to grab the attention of the reader. Less patience, easier to get distracted
- Print: More attention is given – we choose to pick it up and give our time. We tend to be more committed to printed material
Amount of words
- Digital: We skip over words, reading the least amount possible to find our answer.
- Print: We read almost every word, if not all, to fully understand what we’re reading.
Next up... I'll share the most common eye patterns demonstrated when reading online. This one is a game changer when it comes to writing digital copy.