If we select an item from a paginated list and are taken from that page, we know that clicking “Back” will return us to that page (probably to the same scroll position). The information is presented clearly and orderly. When items are distributed across Web pages, they are framed and indexed and have a start and end point. Knowing the number of results available provides a sense of control and helps the user make a more informed decision, rather than be left to scour an infinitely scrolling list. According to studies conducted in the field of human-computer interaction, reaching an end point provides a sense of control you know that you have received all relevant results, and you know whether the one you are looking for is there or not. You can make an informed decision about where to stop or how many results to peruse because you know where the end is. But when you decide to stop searching in Google’s current format, you know the exact number of search results. Looking for the best search result could take a second or an hour, depending on your research. If it does switch to infinite scrolling, when would users typically stop scrolling? After 20 results? 50? When does an easy browsing experience become more complicated? Google will probably maintain pagination because this pattern is quite symbolic for its brand. Doing so would eliminate the need for users to click to reach the second page. Google has implemented infinite scrolling for image search results but has yet to implement it for its general results. So, 94% of users are satisfied with receiving only 10 results, which suggests that users find Google’s ranking of results to be relevant. (Remember about being goal-oriented?) Do users always want a never-ending stream of data? Analytics show that when users search for information on Google, only 6% advance to the second page. With so much data to browse, users must stay focused on the information they are searching for. However, there are also drawbacks that must be considered before assessing its value. Infinite scrolling appears to have found its niche on the Web. Infinite scrolling seems to have been created especially for websites like Twitter, which successfully employs the technology. Being a real-time platform, Twitter is constantly being updated, even if the user leaves their feed unattended. From the perspective of the user, all tweets are equally relevant, meaning that they have the same potential to be interesting or uninteresting so, users will often scroll through all of the tweets in their feed. Its feed fits the criteria: a large amount of data (tweets) and a real-time platform. Twitter integrates infinite scrolling effectively. With infinite scrolling, social websites are doing their best to expose as much information as possible to the user. By unspoken agreement, users are aware that they won’t get to see everything on these websites, because the content is updated too frequently. Websites with lots of user-generated content today are using infinite scrolling to handle content that is being generated every second. Pagination versus infinite scrolling ( Large version) Rather, the user enjoys a truly responsive experience, whatever device they’re using. With the popularity of social media, massive amounts of data are being consumed infinite scrolling offers an efficient way to browse that ocean of information, without having to wait for pages to preload. The basic functionality is that, as the user scrolls through content, more content is loaded automatically. Infinite scrolling is highly trending as an interaction behavior on pages and lists. Due to the narrowness of mobile screens, list items are arranged vertically, requiring frequent scrolling.
Long lists are not new, but the way in which we scroll these lists has fundamentally changed since the arrival of mobile interfaces.
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