People often scan web pages in an F-shaped pattern (Nielsen Norman Group eyetracking, 2006)
Verified Confidence: high
Primary source found; it says the same thing, the scope matches, and it is reasonably current.
- Commonly cited as
- "Users read in an F-pattern"
- True origin
- Nielsen Norman Group — F-Shaped Pattern of Reading on the Web: Misunderstood, But Still Relevant (2017, reviewed 2026)
- Type
- Reference fact: A frequently needed number or rule taken directly from a primary source (e.g. Pew, Census, IAB/PwC, FTC), with its as-of date.
- Year
- 2006
- Data as of
- Pattern identified 2006; revisited 2017
- Last checked
- What the source says
perhaps one of the most cited is the F-shaped reading pattern for web content, which we identified in 2006. Over the years, many have referred to this research, sometimes correctly, and in many other instances misinterpreting it.
- Method & sample
- Eyetracking studies (2006, repeated with mobile in 2017).
- Drift between quote and source
- NN/g says the F-shape is one of several scanning patterns and is a sign of poorly formatted content, not a design goal
- Interest
- NN/g sells UX research and training.
Safe rephrasing
Nielsen Norman Group's eyetracking (first in 2006) found users often scan text-heavy pages in an F-shape; NN/g stresses it is one of several patterns and a symptom of hard-to-scan content.
Sources we opened
- NN/g — F-shaped pattern (primary)
Machine-readable: /api/claims/nngroup-f-shaped-reading-pattern-2006.json · Last checked 2026-10-16