How Much of a Web Page do Online Users Actually Read?

Interesting study called "Not Quite the Average: An Empirical Study of Web Use". Jakob Nielsen summarizes it here:

On the average Web page, users have time to read at most 28% of the words during an average visit; 20% is more likely.

Other interesting point: Though users spend more time on a page with more words, past 100 words on a page, they typically spend an additional 4.4 seconds per 100 words. There's no way to read all that information at that rate. The more information on a page, the smaller a percentage of the total content that users are actually reading.