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Infinite scroll: The Web's slot machine

from Forbes

It seems everyone is getting on the infinite scroll bus. Not too long ago, users were forced to reload pages to progress from one piece of content to the next. Web designers were advised against creating websites with information appearing "below the fold," the portion of the page underneath what is displayed on the screen. As mobile phones and tablets gained wider adoption, it looked like the swipe might become standard fare. But today, designers are dumping the click and flick and opting for the scroll for one simple reason — it works. more

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