Myth #1: People read on the web
They simply don’t. Usability studies proved long ago that people don’t read web content word-by-word. Instead, they scan the pages looking for highlighted keywords, meaningful headings, short paragraphs and scannable lists.
Why? Because users are in a hurry to find the very piece of information they’re looking for which is exactly what they normally do when reading newspaper articles and non-fiction books. They scan to skip the irrelevant.