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We could not rely only on click data in this study because clicks onads are rare. We had to know where people looked. If you don’t look, you won’t click. In search, so much depends on placement.Search results layouts where sponsored results attract more atten-tion are ultimately more cost-effective to the advertisers.” 
 Rbrt M. Scumcr, Mi Dirctr, Usr Ctric, Ic.
 
 
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 Ol m
eye tracking research
Pupo
Immediately ollowing Microsot’s May 28launch o its new search engine, Bing, UserCentric conducted an independent,non-sponsored eye tracking study to oer aglimpse into the battle between Bing and thepowerul incumbent, Google. The purposeo the research was twoold; (1) compare thedistribution o attention on equivalent areaso Bing and Google and (2) assess howmuch attention is captured by elements thatare unique to Bing.
Mod
The Tobii 1750 Eye Tracker was used tocapture 21 participants’ eye movements asthey completed two inormational (e.g.,“Learn about eating healthy”) and twotransactional (e.g., “Book a last minutevacation”) search tasks using both Bing andGoogle. All participants were new to Bingbut very amiliar with Google.
rul
Google and Bing did not dier in termso the amount o attention on the organicsearch results. In each search, all partici-pants looked at the organic search results,spending an average o 7 seconds in thatarea.Attention on the sponsored links locatedabove the organic results was similarly highor both Bing and Google. Over 90% oparticipants looked in that area during eachsearch. As expected, during transactionalsearches, participants spent more timelooking at the sponsored results on top (2.5seconds) than they did on inormationalsearches (1.5 seconds).However, sponsored links on the rightattracted more attention on Bing (42% oparticipants per search) than they did on
U c, i., u  fm bd co, o  lmp o bl bw  wllud Moo’ Bd  powulumb, gool.e  olow ud o omp dbuo o oo quvl  o  wo  , d o ow mu o pud b lm  uqu o B.
Heatmaps showing the aggregate gaze durationo all participants on Google (top) and Bing(bottom) or one o the transactional tasks.The red color indicates areas that received themost total gaze time (4.5 seconds and above).
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