11. eyetracking study , recorded 232 users, 000’s of Web pages. Users' main reading behaviour was fairly consistent dominant reading pattern looks like an F :
12. Users first read in a horizontal movement, usually across the upper part of the content area. This initial element forms the F's top bar.
13. Next, users move down the page a bit and then across in a second horizontal movement that typically covers a shorter area than the previous movement. This element forms the F's lower bar.
14. Finally, users scan left side in a vertical movement. This last element forms the F's stem.
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20. Key point of paragraph/ section Image clearly related to text Broken into short paras