Does ad blindness on the web vary by age and gender?

Authors:
Thomas Tullis;Marisa Siegel
Affiliations:
Fidelity Investments, Boston, USA;Fidelity Investments, Boston, USA
Venue:
CHI '13 Extended Abstracts on Human Factors in Computing Systems
Year:
2013

Citing 5
Cited 0

Why don't men ever stop to ask for directions? Gender, social influence, and their role in technology acceptance and usage behavior

MIS Quarterly
Are people drawn to faces on webpages?

CHI '09 Extended Abstracts on Human Factors in Computing Systems
Older adults and the web: lessons learned from eye-tracking

UAHCI'07 Proceedings of the 4th international conference on Universal access in human computer interaction: coping with diversity
Online Viewing and Aesthetic Preferences of Generation Y and the Baby Boom Generation: Testing User Web Site Experience Through Eye Tracking

International Journal of Electronic Commerce
A survey for measuring internet anxiety types

Proceedings of the 13th International Conference on Computer Systems and Technologies

Quantified Score

Hi-index	0.00

Visualization

Abstract

A previous study had shown that users tend to associate certain elements of a web page with ads, and tend to avoid them. The current study revisited that data to see if this "ad blindness" varies with the age or gender of the users. We found that younger adults (20s and 30s) exhibited significantly more ad blindness than older adults. We also found that men exhibited significantly more ad blindness than women. We believe that both researchers and practitioners need to pay more attention to age and gender in studies of web behavior.