"I am incorporating infinite scrolling into my applications more frequently. This is because infinite scrolling provides users with a better experience since they can use simple gestures to advance the page. An example of this is an article or blog which contains ads. The user is more likely to click on the ads when scrolling rather than advancing to a new page. I still use pagination if there are distinct artifacts or components within the application the user is searching for or may want to access. Pagination works better than infinite scrolling for this type of activity. An example of this is e-commerce applications or informative articles similar to Wikipedia."