How people read online [2018 Survey]

A survey of 1,001 users* shows that most web users skim and scan through web content looking for items of interest.

  • Sample Size: 1001
  • Targeting Audience: Users on websites in the Google Surveys publisher network
  • Sampling: Representative
  • Age: All Ages
  • Gender: All Genders
  • Location: Australia
  • Language: English
  • Start date:18 Apr 2018
  • Ending with: 20 Apr 2018

*The number shown under “respondents” represents the total unweighted data collected. You might notice a discrepancy with the number of respondents shown in the question cards due to our respondent weighting methodology.

answers

Answers

Skim, scan and look for items of interest
61.1% +3.1% / -3.2%
Read content in full
37.8% +2.9% / -2.8%
none0.6% +0.9% / -0.3%
whatever apt
0.1% +0.6% / -0.1%
(Other responses)
0.4% +0.4% / -0.2%

Bias Table

GroupingTarget PopulationSampleSample Bias*
Male50.9%52.9%2.0%
Female49.1%47.1%-2.0%
18-2420.3%19.1%-1.3%
25-3419.7%19.6%-0.1%
35-4419.1%16.2%-2.8%
45-5418.0%17.2%-0.8%
55-6415.0%15.8%0.8%
65+7.8%12.1%4.2%

*Sample bias measures the difference between the predicted population sample and the actual sample. A low bias means the survey respondents accurately represent the target population.

RMSE (Root-mean-square error) Score: 2.1% 

Gender

gender

gender chart

gender table

Age

age

age chart

age table

Source: Reading Online Survey by DEJAN [2018]

Dan Petrovic, the managing director of DEJAN, is Australia’s best-known name in the field of search engine optimisation. Dan is a web author, innovator and a highly regarded search industry event speaker.

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