Users tend to ignore advertisements when viewing a web page, however, when searching for a specific product or service, advertisements can be very useful. This exploratory study examines the impact of online advertisements within search results. The findings provide support for the competition for attention theory in that users are looking at advertisements and entries when evaluation SERPs. We also examine web page search behavior and how it can affect user experience. The results show that eye tracking data is valuable for designers, marketers, and usability experts to develop and evaluate web page design.

Creator

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

Keyword

• Fixation
• Web Design
• Eye Tracking
• User Experience
• News Pages
• Usability

Date created

• 2013-01

Resource type

• Conference Proceeding

Event

• 2013 46th Hawaii International Conference on System Sciences

Extent

• 6 pages

Source

• https://doi.org/10.1109/HICSS.2013.181

Rights statement

• In Copyright