People Don’t Read Online Anymore — They Scan. This Is How to Write for Them
Introduction.
Studies show that a whopping 79% of users merely scan web pages, Attention spans online are shrinking, and people are simply looking to grasp the gist of the content quickly.
This shift in behaviour is supported by research from the Nielsen Norman Group, which found that users typically read only about 20% of the text on an average web page.
As a writer, adapting to this change is crucial. Understanding how to craft content that captures attention quickly and delivers value through easily digestible chunks can significantly enhance engagement and effectiveness.
Let’s explore the best practices for writing in a way that aligns with how people read online.
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Why People are Scanning, Rather than Reading Online?
With the internet teeming with vast amounts of information, many people now scan rather than read content online.
But why is this happening? Let’s dive into the reasons behind this trend and understand the underlying factors.
1. The Overload of Information.
One of the primary reasons people scan instead of reading is the sheer volume of information available.
According to a study by IBM, 2.5 quintillion bytes of data are created every day.
With so much content to consume, it’s impossible to read everything in detail.
Scanning becomes a practical way to sift through the noise and find the information that matters most.
2. Time Constraints.
Time is a precious commodity, and in our fast-paced world, people often feel they don’t have enough of it.
The average person spends around 6 hours and 59 minutes online each day, according to DataReportal’s 2023 Digital Global Overview Report.
With so many demands on our time, from work to social obligations, scanning helps us quickly absorb key points without committing to lengthy articles.
3. Evolution of Content Consumption.
The way content is presented online also influences our reading habits. Web pages are often designed with scannability in mind.
Headers, bullet points, and short paragraphs break up the text, making it easier to skim.
Eye-tracking studies have shown that people typically follow an “F” pattern when reading online, looking at the top and left side of the page before scanning downward. This design caters to our scanning tendencies.
4. Mobile Device Usage.
With the rise of smartphones, more people are accessing content on smaller screens.
Reading long passages on a mobile device can be cumbersome, leading many to scan for the information they need.
A report from Statista shows that as of 2023, 92.1% of internet users accessed the web via mobile devices.
This shift to mobile has further entrenched scanning as a common behaviour.
5. Cognitive Load and Attention Span.
The human brain is wired to conserve energy, and reading long texts can be mentally taxing.
Scanning reduces cognitive load, allowing us to get the gist of an article without expending as much mental effort. Additionally, our attention spans are shrinking.
A study by Microsoft found that the average human attention span has dropped to just 8 seconds, shorter than that of a goldfish.
This limited attention span makes scanning an appealing alternative to in-depth reading.
6. The Role of Social Media.
Social media platforms have trained us to consume information in bite-sized chunks.
Twitter’s 280-character limit and the endless scroll of Facebook and Instagram feeds encourage quick, surface-level engagement with content.
As we grow accustomed to this mode of consumption, our inclination to scan rather than read in-depth grows stronger.
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How do I Write for People who don't Read Online anymore?
People don’t read online content the way they read printed material. Instead, they scan.
This shift in reading behaviour has significant implications for anyone who writes for the web, from bloggers to marketers to journalists.
Understanding how to adapt your writing to meet these new habits can make the difference between engaging your audience and losing them in seconds.
Let’s explore how to write for scanners and keep your readers hooked.
1. Use Clear and Descriptive Headlines.
Your headline is the first thing readers see, and it should immediately convey the main idea of your content. A good headline is concise, informative, and engaging.
2. Break Up Your Text with Subheadings.
Subheadings guide scanners through your content and help them find the sections that interest them. They also make your text look more organized and less daunting.
3. Use Bullet Points and Lists.
Lists are easy to scan and help break down complex information into digestible chunks.
Bullet points highlight key points and make them stand out from the rest of the text.
4. Keep Paragraphs Short.
Long paragraphs can be intimidating and difficult to read on a screen. Aim for paragraphs that are no more than three to four sentences long.
This creates more white space on the page, making it easier to read.
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5. Highlight Key Information.
Use bold or italic text to emphasize important points. This helps scanners quickly identify the most critical information.
6. Include Visuals.
Images, infographics, and videos can convey information quickly and effectively.
Visuals break up the text and provide a more engaging way to present data and concepts.
7. Write in a Conversational Tone.
A conversational tone is more engaging and easier to read. It makes your writing feel more personal and relatable, which can help keep readers interested.
8. Use Simple and Direct Language.
Avoid jargon and complex sentences. Clear and straightforward language ensures that your message is easily understood by a broad audience.
9. Include Call-to-Actions (CTAs).
Guide your readers on what to do next. Whether it’s clicking a link, subscribing to a newsletter, or leaving a comment, CTAs can help increase engagement and interaction with your content.
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Conclusion.
It’s clear that people no longer read online content word for word; instead, they scan.
Understanding this shift in behaviour is crucial for anyone who wants to effectively communicate through online writing.
To achieve this, I focus on several key strategies. First, I prioritize clarity and conciseness.
Short paragraphs, bullet points, and headers guide the reader’s eye and make the text more digestible.
Next, I use visual elements strategically. Images, infographics, and videos not only break up the text but also provide alternative ways to convey information quickly.
Data shows that articles with relevant images get 94% more views than those without, highlighting the power of visuals in capturing attention.
Finally, I always write with my audience in mind. Understanding their needs, preferences, and behaviour allows me to tailor my content in a way that speaks directly to them.
Personalized content is more likely to be read and shared, increasing its overall impact.
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