Eye-tracking shows where users are focused in search: on Google products
Interesting data has been released as part of an ongoing campaign to persuade regulators that they should force Google to change the way it displays results and services.
A study commissioned by ICOMP (Initiative for a Competitive Online Marketplace), an organisation admittedly pushing the European Commission hard to force Google’s hand in this area, put a relatively small sample size of 35 users in front of 45-inch plasma monitors to measure eye movements and clicks.
Nevertheless, the results, produced by an independent body known as the Institute of Communication and Media Research (housed with the German Sports University in Cologne), shine a bit of a light on behaviour when it comes to how users evaluate and click on content in SERPS.
The eye-tracking found:
• Sponsored results consistently attract the largest amount of the users’ total visual attention
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