Web users spend 80% of their time looking at information above the page fold. Although users do scroll, only 20% of their attention goes to content below the fold.
Individual investors are intimidated by overly complex IR sites and need simple summaries of financial data. Both individual and professional investors want the company's own story and investment vision.
As 3 studies of journalists show, they use the Web as a major research tool, exhibit high search dominance, and are impatient with bloated sites that don't serve their needs or list a PR contact.
A site did most things right, but still had a miserable 14% success rate for its most important task. The reason? Users ignored a key area because it resembled a promotion.
Users rarely look at display advertisements on websites. Of the 4 design elements that do attract a few ad fixations, one is unethical and reduces the value of advertising networks.
Newsletter usability has increased since our last study, but the competition for users' attention has also grown with the ever-increasing glut of information.
Eyetracking data show that users are easily distracted when watching video on websites, especially when the video shows a talking head and is optimized for broadcast rather than online viewing.