Infinite scrolling

Infinite scrolling, also known as endless scrolling, is an approach to web design where new material is continually dynamically added to the bottom of the page as the user scrolls downward, leading to the apparent ability to scroll forever.

This is in contrast to pagination, where material is divided into discrete pages.

History

In 2006, Aza Raskin developed the infinite scrolling technique, whereby pagination of web pages is eliminated, in favor of continuously loading content as the user scrolls down the page.^[1]

In 2019, Raskin expressed regret at the invention, saying that he 'did not foresee the consequences' and describing it as 'one of the first products designed to not simply help a user, but to deliberately keep them online for as long as possible'.^[2]

Variations

There are many variations of infinite scrolling, including:

Infinite scrolling with a button to load more content, giving the user more control over their browsing. An example of this is Google Search.^[3]

Infinite scrolling with integrated pagination, indicating to the user how far they have scrolled, an example of which being the mobile website of Google Shopping.^[3]

Arguments

Usability research suggests infinite scrolling can present an accessibility issue.^[1]

The lack of stopping cues has been described as a pathway to smartphone addiction and social media addiction.^[4][5]

Examples

Many major platforms implement this approach, including Google, YouTube, Instagram, Facebook, TikTok, Reddit, Twitter and Tumblr.