I’m going to keep this brief, because you’re not going to stick around for long. I’ve already lost a bunch of you. For every 161 people who landed on this page, about 61 of you—38 percent—are already gone. You “bounced” in Web traffic jargon, meaning you spent no time “engaging” with this page at all.
So now there are 100 of you left. Nice round number. But not for long! We’re at the point in the page where you have to scroll to see more. Of the 100 of you who didn’t bounce, five are never going to scroll. Bye!
OK, fine, good riddance. So we’re 95 now. A friendly, intimate crowd, just the people who want to be here. Thanks for reading, folks! I was beginning to worry about your attention span, even your intellig … wait a second, where are you guys going? You’re tweeting a link to this article already? You haven’t even read it yet! What if I go on to advocate something truly awful, like a constitutional amendment requiring that we all type two spaces after a period?
Wait, hold on, now you guys are leaving too? You’re going off to comment? Come on! There’s nothing to say yet. I haven’t even gotten to the nut graph.
I better get on with it. So here’s the story: Only a small number of you are reading all the way through articles on the Web. I’ve long suspected this, because so many smart-alecks jump in to the comments to make points that get mentioned later in the piece. But now I’ve got proof. I asked Josh Schwartz, a data scientist at the traffic analysis firm Chartbeat, to look at how people scroll through Slate articles. Schwartz also did a similar analysis for other sites that use Chartbeat and have allowed the firm to include their traffic in its aggregate analyses.
Schwartz’s data shows that readers can’t stay focused. The more I type, the more of you tune out. And it’s not just me. It’s not just Slate. It’s everywhere online. When people land on a story, they very rarely make it all the way down the page. A lot of people don’t even make it halfway. Even more dispiriting is the relationship between scrolling and sharing. Schwartz’s data suggest that lots of people are tweeting out links to articles they haven’t fully read. If you see someone recommending a story online, you shouldn’t assume that he has read the thing he’s sharing.
OK, we’re a few hundred words into the story now. According to the data, for every 100 readers who didn’t bounce up at the top, there are about 50 who’ve stuck around. Only one-half!