Nielson cites the empirical research of Harald Weinreich, Hartmut Obendorf, Eelco Herder, and Matthias Mayer in their paper, “Not Quite the Average: An Empirical Study of Web Use,”
In his insightful summary, Nielson discusses the following points regarding web scanning:
- 10,163 page views (17%) that lasted less than 4 seconds. In such brief “visits,” users clearly bounced right out without truly “using” the page.
- 2,615 page views (4%) that lasted more than 10 minutes. In these cases, users almost certainly left the browser open while doing something else.
- 1,558 page views (3%) with fewer than 20 words on them. Such pages are probably server errors or disrupted downloads.
Source: “How Little Do Users Read?” by Jakob Nielson, May, 2008. From the Nielsen Norman Group Evidence-Based User Experience Research, Training, and Consulting. Retrieved from: http://www.nngroup.com/articles/how-little-do-users-read/
How Users Read on the Web by by Jakob Nielson, October, 1997. From the Nielsen Norman Group Evidence-Based User Experience Research, Training, and Consulting. Retrieved from: http://www.nngroup.com/articles/how-users-read-on-the-web/