people (don't) read on the Web

1. Reading on the web is too much work!
   Reading from a computer screen tires the eyes. People read 25% more slowly on the web than they read print material.
   
   That's why, web content has to be 50% shorter than print.
   
   
2. Readers on the Web scan text
   According to a study by usability expert Jacob Nielson, 79% of readers on the Web tend to scan or skim text rather than read word for word.
   
   Highlighted text (bold or color, also hyperlinked text) and bulleted lists aid scannability.
   
   
3. Readers on the Web are impatient
   Readers on the Web are in a hurry to get the information they want, and move on.
   They don't have the patience for obscure and complex text. They don't enjoy scrolling through masses of text either.
   
   Since there are millions of alternative websites in cyberspace, they will quickly move to another site if they don't enjoy the information gathering experience on your site.
   
   Attracting attention and retaining reader interest is a challenge, specially as you have just
   
   
   • 10 seconds to grab attention with your web site content
   • 55 seconds to develop an understanding of your company or product