Researcher Harald Weinreich[1] & Jakob Nielson[2] published a study that measured 45K page views from 25 different users. In the study, they found that – of the people being analyzed – most people would scroll about halfway down the page for longer content and only spent enough time on the page to read less than 20% of the text.
“In the full dataset, the average page view contained 593 words. So, on average, users will have time to read 28% of the words if they devote all of their time to reading. More realistically, users will read about 20% of the text on the average page.”
[2] http://www.nngroup.com/articles/how-little-do-users-read/
