People do read online. In fact, you’re doing it right now. Many past surveys have claimed that people don’t read content online, but they do, and web content writers, designers, and developers have no excuse for furnishing pages with meaningless blather. Creating evocative text takes longer than most deadline-consumed writers are willing to spend and costs more than most business owners are willing to pay.
The 2007 Poynter Institute’s Eyetrack study found that nearly two-thirds of online readers read all the text of a particular story once they begin to read it. About half of online readers are methodical. That means they start at the beginning of a story and read word-for-word through the end. The other online readers are scanners. The study also revealed that online readers were drawn to navigation bars and teasers, while print readers preferred large photos and headlines.