And the winner for the most obvious UX statement of the year goes to…

I have a huge amount of respect for the Nielsen/Norman Group, but their latest article seems so obvious that it makes me sad that they have to write it.

Infinite Scrolling is Not for Every Website

Endless scrolling is not recommended for goal-oriented finding tasks, such as those requiring people to locate specific content or compare options. For e-commerce sites, finding products by feature might be difficult to accomplish quickly if all of the products are presented linearly on a never-ending page, without sorting or other filtering or navigation techniques to help isolate the intended item.

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