SERPs and ads on mobile devices: an eye tracking study for generation y

Authors:
Soussan Djamasbi;Adrienne Hall-Phillips;Ruijiao (Rachel) Yang
Affiliations:
User Experience & Decision Making Research Laboratory, Worcester Polytechnic Institute;User Experience & Decision Making Research Laboratory, Worcester Polytechnic Institute;User Experience & Decision Making Research Laboratory, Worcester Polytechnic Institute
Venue:
UAHCI'13 Proceedings of the 7th international conference on Universal Access in Human-Computer Interaction: user and context diversity - Volume 2
Year:
2013

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Abstract

We use eye tracking data to analyze the search behavior of Generation Y users when searching for information using a mobile phone. Following previous studies, we use Google as an example of list-based SERPs to explore the impact of advertisements in search results and their impact on attention before the user's first action on the page. Results provide evidence that the presence of advertisements and location on the screen can have an impact on user experience and search.