Continuous Scrolling
Problem summary
The user needs to view a subset of data that is not easily displayed on a single page
Example
Usage
- Use when there are more data to show than what would fit on a normal page
- Use when navigating to a second page of data takes away too much attention from the content
Solution
In contrast to the Pagination patterns, the Continuous Scrolling pattern has no natural break. When using pagination patterns, a decision to only show a subset of data at a time and then let the user request more data if wanted is chosen. With the Continuous Scrolling, new data is automatically retrieved as the user has scrolled to the bottom of the page. It thus appears as if the page has no end, as more data will be loaded and inserted into the page each time the user scrolls to the bottom of page.
Rationale
The problem with using pagination for browsing between subsets of data is that the user is pulled from the world of content to the world of navigation, as the user is required to click to the next page. The user is then no longer thinking about what they are reading, but about how to get more to read. This breaks the user’s train of thought and forces them to stop reading. Using pagination creates a natural pause that lets the user reevaluate if he or she wants to keep going on or leave the site, which they a lot of the time do.
It can be argued that Continuous Scrolling can be frustrating for the user, as there is no natural pause. The user will ask himself: When am I done reading?
More examples images of the Continuous Scrolling pattern

When you scroll to the bottom of the page at DZone.com, a load indicator tells you how much time you'll wait until the next news items have finished loading.

There are several downsides to this pattern such user expectations and bookmarking issues. Can these issues be dealt with? If so, how?
This pattern sidesteps some issues that pagination has. Continuous scroll is good for large lists that the user has no way to jump predictively forward. What does it mean to want to go to the 4th page of google’s search results – you are just saying that nothing you’ve looked at so far met your needs. Continuous scroll is much better there.
Where users could make a rational jump to a page, pagination is better.
Continuous scroll > paginations when:- User has no way to rationally jump to a specific chunk of data.
- User must disregard pieces of information before going to next ones.
- Data is generated dynamically and bookmarking a page of results has different meanings from session to session.
Pagination > Continuous Scroll:Does anyone have any experiences with using this style of scrolling with large datasets ( >10,000 rows)? What type of performance and scaleability issues have people found?
Baruch sachs: I do not see how performance would be an issue especially for this pattern as compared to regular paginated pages. The user isn’t forced to read 10.000+ rows, but will stop scrolling down, when he or she has “had enough”. Besides, the ajax call will only load the actual extra content (the extra list items) – and won’t have to deliver all the extra header and footer html and image files will that is normally needed on page refreshes.
The main flaw of this pattern is in my opinion the changed behavior of the regular web page – that the user does not know what to expect. Will the user actually realize that extra content is loaded? Will he or she be confused by the continuous scrolling? This pattern is still experimental, if it will ever be anything else than that in its current form.
I think this patter could confuse average user – it is not typical behaviour and it is not something user would expect.
If the list is a result of a search, you can use pagination, filtering and sorting to enable user to find specific item(s). If it is just a endless list user will browse anyway – so paging will be good enough.
Perhaps a simple line “Show me more…”, when clicked you go on with your ajax load of the next XX number of items/content blocks. Leave the decision in the hands of the user.