ThePassiveVoice shared an article about a paper from the Web Conference related to metrics for how people read online posts, news articles, etc.
Interesting developments on how they are developing metrics based not on the clickbait sites that spread an article over several click-through pages so they can load more ads, but just how you go through a single article on the page.
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Grinberg was able to identify five types of reading behaviors: “Scan,” “Read,” “Read (long),” “Idle,” and “Shallow” (plus bounce backs, in the case that someone gets to a page and almost immediately leaves). Not surprisingly, different kinds of news sites see different kinds of reading behavior. On the sports site, for instance, “we see there is a lot of scanning. I think what’s going on there is a lot of people go to sports sites in order to find a result, like the outcome of a game, and don’t read the full thing.