I just visited this.

The The Poynter Institute for Media Studies in Florida ran a webinar at 6am Sydney time tomorrow Friday 16 Nov (2pm in New York, Thurs 15 Nov)  They described how (heat mounted) eyetracking research helps us understand how people read newspapers online and offline.

The presentation was mainly focussed on how about 600 people read newspapers offline.  However, I have ordered the book being promoted in the Webinar as it has more research about how those people read new online.

They did suggest that once people selected an article to read online they are more focussed. They also read the article in its entirety.  This is particularly because the content deeper into articles is surrounded by less clutter on the page and also because people have had to wade through more online fluff to find an article they were interested in.

Much of what was  discussed was stuff that seemed common sense.  I’m sure there were a few nuggets there ( I had audio issues).  I will check to book out and add to this post.