The lesson for site designers is that users are not focused on any single site. Truly, the Web as a whole forms the user experience. It is not really a weakness of the Poynter study that it focused on newspaper sites. It is fair enough to study a narrow genre. Other sites need to fight for credibility and must reduce marketese , slogans, and other elements that generate distrust.
Users are likely to spend much less time on other sites.
Ten minutes would be a long visit to most sites. Users will read fewer words on other sites than they do on newspaper sites. Editorial integrity and journalistic objectivity make people more willing to read a larger percentage of the material. The task of reading news implies a willingness to process more words more than the average Web task which is directed at finding specific information and solutions. The new eyetracking study is mostly applicable to all types of websites.