In this study, we use eye tracking to compare the impact of ads on viewing behavior on desktop computers and mobile phones. As in previous studies, we use a list-based search engine results pages (SERPs) to conduct our examination. Our preliminary results contradict banner blindness on SERPs both on desktop computers and mobile phones. Additionally, the preliminary results suggest that top ads may be more effective in attracting users attention on mobile phones compared to desktop computers.

Creator

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

Parola chiave

• Advertisements
• Eye Tracking
• Desktop Computers
• Search Engine Results Pages
• Mobile Phone

Date created

• 2013

Resource type

• Conference Proceeding

Event

• Nineteenth Americas Conference on Information Systems (AMCIS)

Extent

• 5 pages

Rights statement

• In Copyright