Some other interesting findings include:
Nielsen has been interested in how users read on the web for a long time and he has determined that the truth is that people don't read very much, often scanning text instead of really reading it. His recent eyetracking studies validate this finding, as well.
Unlike with newspapers, books, magazines and other print media, it's not just images that distract people from fully digesting the web content they're reading. As social media users ourselves, we know how difficult it is to get through a long article when dealing with email notifications, pop-ups of new replies on Twitter, instant messages, not to mention that urge to check for the latest news in our RSS feeds.