You’ve probably heard this one before: People don’t read online. They scan, browse and click–but they don’t read.

Well, it turns out that’s not true. In fact, a recent study by the Poynter Institute reveals that people read a larger percentage of stories online (77%) than they do in print broadsheets (62%) or tabloids (57%). In addition, nearly two-thirds of online readers digest ALL of the text of an online story once they begin reading it.

While debunking the myth that people don’t read online, the research supports established Web-writing best practices. Researchers confirmed that many users scan articles online before reading them, and readers were more attracted to stories with prominent headlines and large photos… so keep chunking your Web copy!