You fervently believe that your site has a ton of useful and helpful information for readers but do they know themselves? A conclusive study done by Jakob Nielsen concludes that web users spend 80% of their time looking at information above the page fold and only 20% of their attention below the fold, once they start scrolling down.
The further a user scrolls down, the lesser the attention is paid towards the content. For the uninitiated, the fold may refer to a slew of great things but in the context of web design, it means the line beyond which a user must scroll to see more contents of a page after the page displays within their browser; also known as a “scroll-line.”
It’s as if users arrive at a page with a certain amount of fuel in their tanks. As they “drive” down the page, they use up gas, and sooner or later they run dry. The amount of gas in the tank will vary, depending on each user’s inherent motivation and interest in each page’s specific topic.
The following chart shows the distribution of attention along stripes that were 100 pixels tall. The bars represents the total gaze time, rather than the number of fixations. Simply put, two fixations of 200 ms count the same as one fixation of 400 ms.
Through the study, Nielsen found that users spent 80.3% of their time on web pages above the fold, and 19.7% below. This was carried out with the average screen resolution of 1,024 × 768 pixels. However, do take note that users with higher screen resolutions and bigger monitors wouldn’t change the result because it’ll just increase the attention spent above the fold due to an increment of information compared to the previous screen space. Leer más “The Fold: Correlation Between Attention And Scrolling”