The University of Trier looked at mobile devices through eye tracking technology.
The top three results are as follows:
One, only about 5 percent of people actually read all of the text.
2. 58% of people look at it by scanning. It seemed like finding one’s way around was made easier once the headings were recognised.
3. Only 37% of the headings are intended to be read.
This means that your readability will improve by a factor of 20 if you use catchy, succinct, and direct headlines.