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.

The final authenticated version is available online at  https://doi.org/10.1007/978-3-642-39191-0_29.

Creator

• Yang, Ruijiao (Rachel)
• Hall-Phillips, Adrienne
• Djamasbi, Soussan

Keyword

• Generation Y
• Search Engine Results Pages
• Mobile Phone
• Viewing Behavior
• Fixation

Date created

• 2013-07

Resource type

• Conference Proceeding

Event

• International Conference on Universal Access in Human-Computer Interaction 2013

Extent

• 10 pages

Source

• https://doi.org/10.1007/978-3-642-39191-0_29

Rights statement

• In Copyright