Summary: People scroll down web pages only if they have reasons to do so. Information-foraging theory explains for how long people stay on the page and why.
What appears at the top of the page vs. what’s hidden will always influence the user experience — regardless of screen size. The average difference in how users treat info above vs. below the fold is 84%.
Video Author
Raluca Budiu is the Senior Director of Data Strategy at Nielsen Norman Group, where she uses her data-analysis expertise to drive strategic decisions. She consults for clients from a variety of industries and presents tutorials on mobile usability, designing interfaces for multiple devices, quantitative usability methods, cognitive psychology for designers, and principles of human-computer interaction. She also serves as editor for the articles published on NNgroup.com. Raluca coauthored the NN/g reports on tablet usability, mobile usability, iPad usability, and the usability of children's websites, as well as the book Mobile Usability. She holds a Ph.D. from Carnegie Mellon University.
