Since its invention in 2006, infinite scrolling experienced a steep growth in popularity. Today, it is mostly used on websites and apps with a flat structure, where content streams constantly and is equally relevant to the user — for example, social-media sites (e.g., TikTok, Instagram, Twitter) but also news or ecommerce websites (e.g., Apple News, Nike.com). What are the benefits and limitations of infinite scrolling?
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