Excerpt from this article:
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 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… 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.