How Estimated Reading Time is Calculated and Why It Boosts User Engagement
You've probably seen it at the top of a blog post or news article: a small note that says "7 min read." This simple piece of information is an estimated reading time, and it has become a popular feature for online content. It's a small detail that can have a surprisingly large impact on user engagement by setting expectations and helping readers decide whether to commit to a piece of content.
The Simple Calculation
Calculating the estimated reading time is a straightforward process based on the average reading speed of an adult. While this speed can vary greatly from person to person, a widely accepted average for reading on a screen is between 200 and 250 words per minute (WPM).
The formula is:
Estimated Reading Time (in minutes) = Total Word Count / Average Words Per Minute
For example, if an article has 1,500 words and we use an average speed of 225 WPM, the calculation would be 1500 / 225 = 6.67. This is then typically rounded up to the nearest whole number, resulting in a "7 min read."
Why It's Good for User Experience (UX)
In a world of information overload and limited time, users appreciate knowing the time commitment required for an article.
- Sets Expectations: It tells a user up front whether they are about to read a quick update or a deep-dive analysis. This helps them make an informed decision and reduces the chance they will "bounce" from the page after realizing it's longer than they expected.
- Encourages "Save for Later": If a user sees a "15 min read" but only has five minutes, they are more likely to bookmark the article or save it to a read-it-later service, rather than abandoning it completely.
- Builds Trust: Providing this small piece of helpful information shows respect for the reader's time, which can contribute to a positive perception of your brand or publication.
For content creators, a time-to-read calculator is a simple tool to help implement this valuable UX feature.
{/* Example code will vary per article */}