User testing for content: when users skim read and when they don't

For at least two decades, I have been conducting think-aloud interviews with users to test their understanding of content.  

I have tested - and continue to test  - a diverse range of topics, for example: cycling safety, exchange-traded funds, denied insurance claims, superannuation fees and charges, and many others.  I have watched how people read letters, landing pages, statements and brochures. 

As part of this experience, I have learned how people actually read.

It is a myth that all users skim read information

Content creators are often advised to write for skim readers who navigate via headings.

My experience is that this is a false assumption. In the user tests I have conducted, I have seen many times that while some users do skim read, others users read carefully, while some don't read at all.

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