In the beginning of movies and TV, scrolling was horizontal. Remember those old cartoons with the same chunk of background showing up over and over? The advent of screens, word processors, software, apps, and so on gave us vertical scrolling on our desktops and in our hands.
In the beginning of the web, vertical scrolling was bad. Getting everything on a screen (page) to fit ‘above the fold*’ was one of the biggest priorities. C-suite guys grabbed onto the buzz. Some swooped in to reject designs, others made sure their marketing folks knew not to let anything scroll lest they piss off the boss.
What if the screens/pages were long enough to end up ‘below the fold’? The best practice was to add some way for the user to navigate back to the top of the page/screen.
Fast forward to today and what do our devices show us on their various screens? Endless scrolling. Intentional infinite scrolling.
So now what? Remember the olden days, if it scrolls down, help users get back up again.
*Ahem, wikipedia, help a sister out and add some ‘back-to-top’ links.