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As websites become more and more user friendly, pages are getting longer and longer. People don’t like clicking, they do however like scrolling. This is due to the ease with which scrolling is on smart phones and tablets plus there being less emotional commitment. To click a link involves a conscious decision to stay on site. Scrolling is far more relaxed and non committal.
And now the infinite scroll. Whereby content is automatically loaded on screen as the visitor scrolls. Boosting time on-site and ad impressions. This is going to be big.