Did you know that the new trend in long form web content is pagination? Yep, designers are starting to use HTML5 to move away from scrolling because if the article is long enough pagnation provides a better experience.
You might recall that I showed you a demo project. Of course, they were looking at it as tablet style reading, but I liked it for the pagination.
I don't have any hard data on this, just my personal experience. (But if you know anyone else who examines the act of reading while they're reading, I want to speak to them.) As I mentioned in the related post, I've found myself abandoning web articles because they were too long to read comfortably. I believe my discomfort was caused by scrolling.
Of course, there's a chance that the iFlow Reader will prove me wrong. But I don't expect that to happen.