{
  "schema_version": "1.1",
  "id": "80-percent-viewing-time-above-the-fold",
  "slug": "80-percent-viewing-time-above-the-fold",
  "url": "https://groundedkit.com/claims/80-percent-viewing-time-above-the-fold/",
  "api_url": "https://groundedkit.com/api/claims/80-percent-viewing-time-above-the-fold.json",
  "claim": "Users spend 80% of their viewing time above the fold",
  "commonly_cited_as": "\"80% of attention is above the fold\"",
  "verdict": "outdated",
  "verdict_definition": "Source found and quoted correctly, but old enough that the market has changed.",
  "confidence": "high",
  "rating": {
    "value": 3,
    "best": 5,
    "worst": 1
  },
  "origin": {
    "publisher": "Nielsen Norman Group",
    "title": "Scrolling and Attention (eyetracking, 2010 and 2018)",
    "year": "2010"
  },
  "quote": "even as recently as 2010, our eyetracking studies showed that 80% of users' viewing time was spent above the fold. ... In our most recent study, users spent about 57% of their page-viewing time above the fold. 74% of the viewing time was spent in the first two screenfuls , up to 2160px.",
  "method": "NN/g eyetracking lab studies of desktop web pages (2010; repeated 2018).",
  "drift": [
    "Age: the 2010 figure was replaced by 57% in NN/g's later study",
    "Scope: desktop pages in a lab"
  ],
  "interest": "NN/g sells UX research and training.",
  "safe_rephrasing": "Nielsen Norman Group's eyetracking found 80% of viewing time above the fold in 2010 but about 57% in its later (2018) study, with 74% in the first two screenfuls.",
  "sources": [
    {
      "title": "NN/g — Scrolling and Attention",
      "url": "https://www.nngroup.com/articles/scrolling-and-attention/",
      "primary": true
    }
  ],
  "kind": "stat_check",
  "as_of": "2010 eyetracking study; updated 2018",
  "last_checked": "2026-10-16",
  "stale": false,
  "date_reviewed": "2026-10-16",
  "license": "CC BY 4.0",
  "license_url": "https://creativecommons.org/licenses/by/4.0/"
}