Why is that important for websites and marketing?

The key reason why it is important that people don't read online content, but rather scan it, is that it requires a different approach to writing and designing web content and marketing materials.

The research shows that the majority of people (around 79%) scan web pages rather than reading them word-for-word.They are looking for specific information and don't want to read the entire text to find it. This means that web content needs to be structured and formatted in a way that makes it easy for scanners to quickly find the key information they are seeking.

Some of the important implications include:

• Using clear, informative headings and subheadings that allow scanners to quickly identify the relevant sections.
• Front-loading the main message or key information at the start of paragraphs and sentences.
• Highlighting important keywords and phrases through formatting like bold text.
• Breaking up content into short, scannable paragraphs and bullet points.
• Using high-quality, relevant images that draw the eye and complement the text.
• Keeping overall content concise and to-the-point.

By adapting content and design to how people actually consume information online, websites and marketing materials can be much more effective at engaging and informing their target audience.