Infinite scroll seems to be ideal with casual consumption and serendipitous discovery, which is probably why its the status quo for sites like Reddit, Tumblr, F

Infinite scroll seems to be ideal with casual consumption and serendipitous discovery, which is probably why its the status quo for sites like Reddit, Tumblr, Facebook, and even Google Images. But it seems to be detrimental for sites in which a user is looking for something specific, such as an answer to a search query or a product to buy -- i.e. they know what they want when they see it -- which would explain why sites like Google or Amazon haven't implemented it (though Amazon does have it for its mobile client it seems). Years ago Etsy implemented infinite scroll in its search results, but killed it after finding "that people seeing infinite scroll purchased less from search". https://news.ycombinator.com/item?id=5017995 https://news.ycombinator.com/item?id=5017995