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Arto Joensuu – Head Of Digital Marketing, Middle East and Africa at Nokia, posted this great presentation on his blog. What I find most interesting: – Conversation is the new conversion metric. – Each company should redefine digital marketing and increase the importance of concept...

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Study: Scrolling and Attention on the Website

Posted by Martin Kovac | Posted in Study | Posted on 22-03-2010

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Jakob Nielsen’s Alertbox conducted a broad eye tracking study of user behavior across a wide variety of sites. Jacob Nilesen wrote:

“To investigate whether the “fold” continues to be relevant, I analyzed parts of the study with a total of 57,453 fixations (instances when users look at something on a page, typically for less than half a second).”

Key findings are:

Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.

eyetracking scrolling

I recommend to read all about this study on Jacob Nielsen’s Alertbox.

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