Encouraging news for those producing content to be read online:

Surprise: Study Finds Online Users Finish More Stories Than Print Readers

"When readers chose to read an online story, they usually read an average of 77% of the story, compared to 62% in broadsheets and 57% in tabloids.
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In addition, nearly two-thirds of online readers read all of the text of a particular story once they began to read it, the survey revealed.
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The research also found that 75% of print readers are methodical in their reading, which means they start reading a page at a particular story and work their way through each story. Just 25% of print readers are scanners, who scan the entire page first, then choose a story to read.

Online, however, about half of readers are methodical, while the other half scan, the report found. The survey also revealed that large headlines and fewer, large photos attracted more eyes than smaller images in print. But online, readers were drawn more to navigation bars and teasers.

Findings also revealed that news event photos received more attention than staged or studio images, while color got more interest than black and white.

Research subjects also were quizzed about what they learned from a story, revealing that readers could answer more questions about a story when it included 'alternative story forms', such as Q&A's, timelines, graphics, short sidebars, and lists."