012345012345607899988during the testing period and after the testing period by reviewing the eyemovement recordings We discovered evidence that supports Hong et als 17 findings that user ID: 883096
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1 much higher than when advertisements are
much higher than when advertisements are present !"#$%!&'&()!*+,(&+'-!./0(&+'-!1234"#$%!*+,(&+'-!5'/-&"#$%!&'&()!*+,(&+'-!./0(&+'-!1234"#$%!*+,(&+'-!5'/-&6-&07!899:%9;%88 during the testing period and after the testing period by reviewing the eye-movement recordings. We discovered evidence that supports Hong et al.Õs [17] findings that users tend to scroll down a
2 nd then return to the top of the page. W
nd then return to the top of the page. When at least one advertisement was presented, 9% of the subjects clicked on an entry (as opposed to scrolling) as their first action. Nearly 54% of the subjects clicked on an entry as their first action when there were no ads presented.. Table 2 shows the relationship between page received more attention than items placed
3 towards the bottom of the page. For mark
towards the bottom of the page. For marketers, this confirms that ads placed on the top of SERPs receive consumer attention, hence providing opportunities for revenue contributions. For user experience designers, this also confirms that the top portion of the page remains valuable real estate for communicating important information. We expected that users who wer
4 e looking for Ôfree screen recordingÕ wo
e looking for Ôfree screen recordingÕ would not look at allowing for a more robust analysis. In addition, future studies can extend these results by examining different tasks and different search engines. In this study, we focused on banner ads, for the future side ads could be included. 8. References [1] Anstis, S., "Letter: A Chart Demonstrating Variations i
5 n Acuity with Retinal Position", Vision
n Acuity with Retinal Position", Vision research, 14(7), 1974, pp. 589. [2] Benway, J.P., and Lane, D.M., "Banner Blindness: Web Searchers Often Miss ÒObviousÓ Links", Internetworking, ITG Newsletter, 1998, [3] Brandt, H.F., "The Psychology of Seeing", 1945, [4] Burke, M., Hornof, A., College, C., and Gorman, N., "High [22] Morkes, J., and Nielsen, J., "Conc
6 ise, Scannable, and Objective: How to Wr
ise, Scannable, and Objective: How to Write for the Web", 1997, [23] Owens, J.W., and Chaparro, B.S., "Text Advertising Blindness: The New Banner Blindness?", Journal of Usability Studies, 6(3), 2011, pp. 172-197. [24] Pagendarm, M., and Schaumburg, H., "Why Are Users Banner-Blind? The Impact of Navigation Style on the Perception of Web Banners", Journal of Digi