People Scroll on 76% of Pages

There’s a lot of people who think information on a website below the 600px height (aka “below the fold”) is as good as gone. ¬† However, the research data just doesn’t agree.

So, let’s forget about what people “think” or “say” they think and look at the data.

The Proof

ClickTale found people used the scroll-bar on 76% of pages — with 22% being scrolled all the way to the bottom regardless of the length of the page.

Milissa Tarquini found the most click link on the AOL homepage is at the very bottom.

sURL conducted a usability study, confirming that people SAY they don’t like to scroll, but they actually find scrolling “natural.”

Evidence

Perhaps not all that scientific, it is worth mentioning that in July 2011, Apple removed the scroll bar from Mac OSX. ¬†That pretty clearly illustrates that even the usability experts at Apple believe that people are SO familiar with scrolling, they don’t even need a visual cue for it.

According to the Neilsen Norman Group, user scrolling vs attention follows one of the two behaviors illustrated in the following gaze plots:

eyetracking-scrolling-long-755

More Information

I wrote a little post about the design implications of scrolling (told from the point of view of a copyright notice) on JDM’s blog.

Check it out for more information.

 

Design Trends
People Scroll on 76% of Pages
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About the Author

Justin Downey
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President of Dallas-based digital ad agency, JDM Digital, Justin has decades of B2B experience in all things digital. His company, JDM, specializes in branding, design, web development, copywriting and more 'weird and wonderful' things.
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