Not backed by research, but the number isn’t random. I based it on the time I was building a site for a company. There was a discussion about relative vs absolu

Not backed by research, but the number isn’t random. I based it on the time I was building a site for a company. There was a discussion about relative vs absolute timestamps, so for about a week I was asking people (friends, family, friends’ families, cab drivers, baristas, etc) which they found more useful. I’ll see if I can find the notebook where I tallied up the results because as I recall it was indeed very close to 90%.