How little do users read?

So I came upon this article on Jacob Nielsen's website, and read about a study that was done ragarding how users read when they visit a website. Did you know that users have time to read at most 28% of the words during an average visit to your company's website? Scanning the text is more likely a behavior that you would expect from high-literacy users. But websites are designed for ALL the readers out there, aren't they? The research yielded several interesting findings. The Back button is the 3rd most-used feature on the Web. Clicking hypertext links remains the most-used feature, but clicking buttons (on the page) has now overtaken to become the second-most used feature. The reason for this change is the increased prevalence of applications and feature-rich Web pages that require users to click page buttons to access their functionality. Having concise, clear text on a website is crucial to how your customers view your company's image.