c3oc3o - 1:26 pm on Feb 8, 2003 (gmt 0) I'm willing to bet that without this condiditon, they would have seen different results:
Just from personal experience: I hate news articles split up onto several pages. Waiting for the layout, banner ads, menu etc of the next page to load totally breaks the reading flow and makes it hard to get a quick overview.
If your text has very distinct chapters, like a tutorial (1., Install that program - 2., Do this and that with it), pages make sense: they communicate a sense of achievement (phew, done with step X, halfway through). But other than increasing page/banner views, I don't see any advantages.
"The layouts were stored on a local server, virtually eliminating download time in each condition."
I'm willing to bet that without this condiditon, they would have seen different results: