{"id":28729,"date":"2023-09-19T06:49:11","date_gmt":"2023-09-19T10:49:11","guid":{"rendered":"https:\/\/www.wyliecomm.com\/?p=28729"},"modified":"2024-01-17T09:30:03","modified_gmt":"2024-01-17T13:30:03","slug":"skim-and-scan-text","status":"publish","type":"post","link":"https:\/\/www.wyliecomm.com\/2023\/09\/skim-and-scan-text\/","title":{"rendered":"People skim and scan text in online news"},"content":{"rendered":"<h2>Only 19% read word-by-word<\/h2>\n<p>This just in: \u201cReaders\u201d actually don\u2019t do much reading.<br \/>\n<figure id=\"attachment_32579\" aria-describedby=\"caption-attachment-32579\" style=\"width: 600px\" class=\"wp-caption aligncenter\"><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32579\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/skim-and-scan-text\/skim-and-scan-text-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png\" data-orig-size=\"573,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skim-and-scan-text\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Skimming along&lt;\/strong&gt; 81% of participants in a Harris Interactive poll skim news online. So how do you reach these nonreaders? &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/iris-recognition-concept-smart-wearable-eyecompatible-1382420018&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Ahmet Misirligul&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text-300x157.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png\" tabindex=\"0\" role=\"button\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png\" alt=\"Skim and scan text\" title=\"Skim and scan text\" width=\"573\" height=\"300\" class=\"size-full wp-image-32579 lazyload\" data-srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png 573w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text-300x157.png 300w\" data-sizes=\"(max-width: 573px) 100vw, 573px\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\" style=\"--smush-placeholder-width: 573px; --smush-placeholder-aspect-ratio: 573\/300;\" \/><noscript><img loading=\"lazy\" decoding=\"async\" data-attachment-id=\"32579\" data-permalink=\"https:\/\/www.wyliecomm.com\/2023\/09\/skim-and-scan-text\/skim-and-scan-text-2\/\" data-orig-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png\" data-orig-size=\"573,300\" data-comments-opened=\"1\" data-image-meta=\"{&quot;aperture&quot;:&quot;0&quot;,&quot;credit&quot;:&quot;&quot;,&quot;camera&quot;:&quot;&quot;,&quot;caption&quot;:&quot;&quot;,&quot;created_timestamp&quot;:&quot;0&quot;,&quot;copyright&quot;:&quot;&quot;,&quot;focal_length&quot;:&quot;0&quot;,&quot;iso&quot;:&quot;0&quot;,&quot;shutter_speed&quot;:&quot;0&quot;,&quot;title&quot;:&quot;&quot;,&quot;orientation&quot;:&quot;0&quot;}\" data-image-title=\"skim-and-scan-text\" data-image-description=\"\" data-image-caption=\"&lt;p&gt;&lt;strong&gt;Skimming along&lt;\/strong&gt; 81% of participants in a Harris Interactive poll skim news online. So how do you reach these nonreaders? &lt;a href=&quot;https:\/\/www.shutterstock.com\/image-photo\/iris-recognition-concept-smart-wearable-eyecompatible-1382420018&quot; target=&quot;_blank&quot; rel=&quot;noopener noreferrer&quot;&gt;&lt;em&gt;Image by Ahmet Misirligul&lt;\/em&gt;&lt;\/a&gt;&lt;\/p&gt;\n\" data-medium-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text-300x157.png\" data-large-file=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png\" tabindex=\"0\" role=\"button\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png\" alt=\"Skim and scan text\" title=\"Skim and scan text\" width=\"573\" height=\"300\" class=\"size-full wp-image-32579\" srcset=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text.png 573w, https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2023\/09\/skim-and-scan-text-300x157.png 300w\" sizes=\"(max-width: 573px) 100vw, 573px\" \/><\/noscript><figcaption id=\"caption-attachment-32579\" class=\"wp-caption-text\"><strong>Skimming along<\/strong> 81% of participants in a Harris Interactive poll skim news online. So how do you reach these nonreaders? <a href=\"https:\/\/www.shutterstock.com\/image-photo\/iris-recognition-concept-smart-wearable-eyecompatible-1382420018\" target=\"_blank\" rel=\"noopener noreferrer\"><em>Image by Ahmet Misirligul<\/em><\/a><\/figcaption><\/figure>\n<p>Indeed, just 19% of participants in a Harris Interactive poll read articles word-by-word. Many more skim mostly headlines (34%) or the full article (25%).<\/p>\n<table class=\"pinktable\" style=\"width: 70% !important; background-color: white;\" border=\"1\" rules=\"all\" cellspacing=\"0\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"text-align: center; background-color: lightgrey;\" colspan=\"2\">\n<h3>How do you read the news \u2014 in print or online?<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td width=\"50%\"><strong>Item<\/strong><\/td>\n<td width=\"20%\"><strong>Total %<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>I normally just read the headlines, but maybe one or two stories in full<\/td>\n<td><strong>34<\/strong><\/td>\n<\/tr>\n<tr>\n<td>I skim the full article<\/td>\n<td><strong>25<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>I read every word in the article<\/td>\n<td><strong>19<\/strong><\/td>\n<\/tr>\n<tr>\n<td>I normally will read the headlines and a few sentences into most stories<\/td>\n<td><strong>15<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>I normally read just the headlines<\/td>\n<td><strong>8<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" colspan=\"2\">Source: Harris Interactive Poll<br \/>\nNote: Responses may not add up to 100% due to rounding<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>That means 67% skim, and 81% don\u2019t read, online news.<\/p>\n<p>Why?<\/p>\n<p>People don\u2019t have time to read online news thoroughly. Instead, they\u2019re more likely to be skimming a text for specific information like a phone number or selectively reading to reduce the amount of time they spend with your information. Whichever \u201creading\u201d technique or \u201creading\u201d method they use, they are actually not reading much at all.<\/p>\n<h3>Beyond news<\/h3>\n<p>It\u2019s not just news. People skim and scan text in other online channels and devices, as well:<\/p>\n<ul>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/how-people-read-on-the-web\/\"><strong>How people read on the web<\/strong><\/a>: They don\u2019t; so make webpages scannable<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/08\/skim-scan-read\/\"><strong>Do people skim, scan, read emails?<\/strong><\/a> Just 19% of email newsletters get read thoroughly<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/skimming-text\/\"><strong>People are skimming text on tablets<\/strong><\/a>: Insights from Poynter\u2019s EyeTrack study<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/skim-through-the-text\/\"><strong>People skim through the text of blog posts<\/strong><\/a>: They read 3.5% of the words on the page<\/li>\n<li><a href=\"https:\/\/www.wyliecomm.com\/2022\/01\/eye-tracking-online\/\"><strong>Eye tracking online shows where people look<\/strong><\/a>: Change how people see your page with 6 eye gaze patterns<\/li>\n<\/ul>\n<h3>Reel in your readers<\/h3>\n<p>So how do you catch these skimmers and scanners? According to the Harris poll:<\/p>\n<ul>\n<li><strong>Hook them with your headline<\/strong>. A catchy headline (54%) tops the list of elements that convince skimmers to read.<\/li>\n<li><strong>Wow them beyond words<\/strong>. Interesting pictures (44%) and compelling infographics (28%) are also strong lures.<\/li>\n<li><strong>Draw them in with data<\/strong>. Interesting data or research that supports the article, which drew 43% of respondents to read, was the only content element that made the list.<\/li>\n<\/ul>\n<table class=\"pinktable\" style=\"width: 70% !important; background-color: white;\" border=\"1\" rules=\"all\" cellspacing=\"0\" cellpadding=\"3\" align=\"center\">\n<tbody>\n<tr>\n<td style=\"text-align: center; background-color: lightgrey;\" colspan=\"2\">\n<h3>What makes you read news stories \u2014 in print or online?<\/h3>\n<\/td>\n<\/tr>\n<tr>\n<td width=\"50%\"><strong>Item<\/strong><\/td>\n<td width=\"20%\"><strong>Total %<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>A catchy headline<\/td>\n<td><strong>54<\/strong><\/td>\n<\/tr>\n<tr>\n<td>An interesting picture with the article<\/td>\n<td><strong>44<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>Interesting data or research which supports the article<\/td>\n<td><strong>43<\/strong><\/td>\n<\/tr>\n<tr>\n<td>An interesting infographic (e.g. visual representation of information, data or knowledge)<\/td>\n<td><strong>28<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>Who the author is<\/td>\n<td><strong>13<\/strong><\/td>\n<\/tr>\n<tr>\n<td>Something else<\/td>\n<td><strong>13<\/strong><\/td>\n<\/tr>\n<tr style=\"background-color: lightgrey;\">\n<td>None of these<\/td>\n<td><strong>9<\/strong><\/td>\n<\/tr>\n<tr>\n<td style=\"text-align: center;\" colspan=\"2\">Source: Harris Interactive Poll<br \/>\nNote: Responses may not add up to 100% due to rounding<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<p>Bottom line: Draw skimmers and scanners in with display copy and images. Don\u2019t expect to reach them with paragraphs.<\/p>\n<p>___<\/p>\n<p>Source: \u201cTV is America\u2019s Preferred News Mode Overall, but Online is Matching or Outpacing it in Some Segments,\u201d Harris Interactive<\/p>\n<div id='MMC-Display' class='widgets_on_page wop_tiny1  wop_small1  wop_medium1  wop_large1  wop_wide1'>\n\t\t\t<ul><li id=\"custom_html-87\" class=\"widget_text widget widget_custom_html\"><div class=\"textwidget custom-html-widget\"><a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><img decoding=\"async\" data-src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"--smush-placeholder-width: 250px; --smush-placeholder-aspect-ratio: 250\/250;float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max lazyload\" src=\"data:image\/gif;base64,R0lGODlhAQABAAAAACH5BAEKAAEALAAAAAABAAEAAAICTAEAOw==\"><noscript><img decoding=\"async\" src=\"https:\/\/www.wyliecomm.com\/wp-content\/uploads\/2024\/02\/display-copy-writing-training-mmc.png\" alt=\"Display copy-writing workshop, a mini master class\" title=\"Display copy-writing workshop, a mini master class\" width=\"auto\" height=\"auto\" border=\"0\" style=\"float:left; text-align:left; margin: 0 auto; margin-right: 10px; margin-top: 2px; margin-bottom: 10px; font-size: 18x; line-height: 22px; padding: 0px; color: #FFFFFF; max-width:100%; max-height:100%;\" class=\"img-max\"><\/noscript><\/a><h3>Get the word out with display copy<\/h3>\r\n\t\r\n<p>\u201cReaders\u201d don\u2019t read. Even highly educated web visitors read fewer than 20% of the words on a webpage.<\/p>\r\n\t\r\n<p>So how do you reach \u201creaders\u201d who won\u2019t read your paragraphs?<\/p>\r\n\t\r\n<p>Learn how to put your messages where your readers\u2019 eyes really are \u2014 in links, lists and CTAs \u2014 at our <a title=\"Display copy-writing workshop, a mini master class\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener\"><strong>display copy-writing workshop<\/strong><\/a>.<\/p>\r\n\r\n<div class=\"btn btn--depth\" style=\"text-align: center;  margin: 10px 0 20px; width:100%;\"><a id=\"btnTT\" style=\"\" title=\"BOOK NOW\" href=\"https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" target=\"\" rel=\"noopener noreferrer\" data-width=\"91\">BOOK NOW<\/a>\r\n<!-- [if mso]>\r\n<p style=\"line-height:0;margin:0;\"><v:roundrect xmlns:v=\"urn:schemas-microsoft-com:vml\" href=https:\/\/www.wyliecomm.com\/corporate-communications-training\/mini-master-classes-home\/display-copy-writing-workshop\/\" style=\"width:153px\" arcsize=\"8%\" strokecolor=\"#D96237\" filled=\"t\"><v:fill type=\"gradient\" angle=\"180\" color=\"#f16522\" color2=\"#f16522\"><\/v:fill><v:textbox style=\"mso-fit-shape-to-text:t\" inset=\"0px,11px,0px,11px\"><center style=\"font-size:16px;line-height:24px;color:#FFFFFF;font-family:sans-serif;font-weight:bold;mso-line-height-rule:exactly;mso-text-raise:4px\">BOOK NOW<\/center><\/v:textbox><\/v:roundrect><\/p>\r\n<![endif]--><\/div>\r\n<\/div><\/li><\/ul><\/div><!-- widgets_on_page -->\n","protected":false},"excerpt":{"rendered":"<p>Only 19% read word by word<\/p>\n","protected":false},"author":6,"featured_media":32579,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[409],"tags":[456,455],"class_list":{"0":"post-28729","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-scannable-web-copy","8":"tag-scan","9":"tag-skim","10":"entry"},"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.4 (Yoast SEO v23.6) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>People skim and scan text in online news<\/title>\n<meta name=\"description\" content=\"Skimming along: 81% of participants in a Harris Interactive poll skim news online. 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