Web Browser Tabs are Cutting User’s Online Attention Span (Usability)

by Haysam Fahmy

The web is continuously sprawling with vast amounts of content, and the time needed from users to consume what’s relevant of it is shrinking by the minute. From web to mobile (and now tablets, ie..IPad), the digital attention span is at an all time low.

Switching between devices and platforms is becoming a bit overwhelming in helping users get the content they need. However, there is a bigger headache brought about by the basic foundation that paved the way for all of today’s innovative online offerings: Web Browsing.

Web browsing habits today are significantly affecting how users absorb and internalize online content, mainly because their declining digital attention span is forcing them to open multiple browser tabs.

Studies are now showing that since browsers have started supporting tabbed browsing, users have paid less and less attention to the content being offered on web pages.

Early this year, Jeff Huang, an information scientist at the University of Washington, studied the behavior of 50 millions web surfers and habits regarding tabbed browsing(on 60 billion pages). Here are some of his interesting findings:

•         Tabbed browsing occurs 85% during browsing time

•         Users switch tabs at least 57.4% of the browsing time, meaning parallel browsing is more common than linear browsing

•         Most web surfers do not create tabs (branch out) from search engine result pages, but more from non-navigational queries

•         Using multiple windows and tabs was a key strategy in engaging elsewhere while one page was loading

•         5-10 page views per tab are common, meaning users often visit a handful of pages in each tab.

•         Tabs do not result in users viewing more pages; it simply leads to multitasking

•         In activities engaged online, web search is a close second in popularity behind email

•         Below are “interesting” search queries that most and least result in tabbing (branching)

His research findings are great because they allow digital media agencies to ask the following web usability questions:

How are tabs being used?

•          Act as reminders

•          Allow people to multitask

•          Useful for comparison

•          Act as bookmarks

•          Used significantly instead of the back button.

What could this affect?

•          Time spent on a page/site

•          Activity carried out on the website

•          Visitor Intent and relevant course of action

What does this mean for Web Designers/Developers?

1.      Try to get your content across to the user in the least amount of time…make it as straight forward as possible

2.      Design pages easy enough for a 8 year old to understand

3.      Don’t expect users to stay on your site/page longer than 10 seconds. Expect the users intention to be: “Get the info I need in the shortest possible time” (check site web analytics for trends/habits)

4.      Include simple courses of action for the user to take within the page (ie..click here to..)

5.      Easy to access navigational features on every page are essential

What does this mean for Digital Creatives?

1.      If the fusion of beauty, brand, and style do not support the page’s content, users will probably leave the site

2.      Users will hardly ever give your page their full undivided attention

3.      Think of your page as a “reminder” for the user to access later, so dont put all your brilliant creative work in just the first few seconds of an animated page.

4.      If the creative images and animations are big…meaning heavy to load, good chance users will switch tabs and forget your page


Enhanced by Zemanta
About these ads

Etiquetado:, , , , , , , ,

Zona de Promesas

Tecnología - Internet - Redes Sociales - Entrepreneurship - Música - Economía - Innovación

Fortune Tech: Technology blogs, news and analysis from Fortune Magazine

Fortune's tech team offers analysis and perspective on the world's most important developments.

Top Master | Blog


La realidad alterna

Diario de sueños, cuentos, poesías y una novela en proceso


Startup and Technology News

Unencumbered by Facts

Taking unsubstantiation to new levels

Carlos Cordero

Blog de tecnología

PsicoEmocions Blog

Un Pont entre la Psique i les Emocions



Comunicación & Marketing

De Lilian Lanzieri


Dirección estratégica para la vida

Notes From The Internet

by Silvia Altamirano

StellarHIRE Partners

Founding Partner, StellarHire Partners - Executive Search Consultants. Recent engagements include Eloqua, SFDC, Tibco and Veeam.

ivanbrunpr's Blog

4 out of 5 dentists recommend this WordPress.com site

Matt on Not-WordPress

Stuff and things.


Noticias de Tecnologia.

Talento en Expansión

Tendencias y Mejores Prácticas en la Gestión de Personas de la Empresa 2.0

Two Leaves Tea SPAIN

Great Organic Tea! ✫✫✫✫✫ Te Organico en Piramides

Escuela de Dinero

El mejor Sitio en Español sobre lo básico para entender el Dinero y sus matemáticas relacionadas.

My Blog Daniel Palop

A topnotch WordPress.com site

Intentando dejar huella...

...en cada uno de los visitantes

Ideas Para la Clase.com

Portafolio de experiencias en la clase de español para Middle School.


like. read. laugh. love.

déborah rueda

Un sitio más pero diferente sobre marketing on line

No solo los 80's

La mejor música de la historia

Molly Balloon's Blog

Identity + Dressing + Colour

El OJO PUBLICO. / Глаз общественности

Ver para contar & contar para ver. / Чтобы рассказать

Think Creative Idea

Marketing, publicidad, web y negocios

Social Media y más

Social Media, Redes Sociales, Marketing, SEO

The Coaching Alliance

El camino hacia el éxito

Luces y sombras de las marcas

Social Media, Marketing y Comunicación

CNN en Español: Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Ultimas Noticias de Estados Unidos, Latinoamérica y el Mundo, Opinión y Videos

Javier GM Photography - México y más.

“A great photograph is a full expression of what one feels about what is being photographed in the deepest sense, and is, thereby, a true expression of what one feels about life in its entirety.” ~ Ansel Adams

Natalia Gómez del Pozuelo

Experta en comunicación y oratoria


Alimentación, ocio y negocios, ALOYN, es un Grupo dirigido a Directivos y Propietarios de empresas, interesados en el mundo de la industria de alimentación y bebidas. Tanto por la parte de la industria productora como por la parte de la industria consumidora y/o distribuidora (Distribución Comercial, Horeca, Vending, Venta Directa, etc). También nos interesan las actividades ligadas al agroturismo y el enoturismo como magníficas actividades de promoción y difusión de la cultura gastronómica.

Blog de Jack Moreno

Un blog de Joaquín Moreno sobre recursos, literatura y ciencia ficción


Ensalada de Manjares

Infographic List

For those who love Infographics - www.infographiclist.com


hoy es el primer dia del resto de tu vida


be. Intelligent Multimedia Education


Un pequeño espacio virtual para pasarla bien

Curso Web 2.0

Diseña tu sitio web gratis y consigue visitas!

~~Mente en Gravedad~~



Recibe cada nueva publicación en tu buzón de correo electrónico.

Únete a otros 4.353 seguidores

%d personas les gusta esto: