Skip to main content
Article
SERPs and Ads on Mobile Devices: An Eye Tracking Study for Generation Y
HCI International (HCII) conference
  • Soussan Djamasbi, Worcester Polytechnic Institute
  • Adrienne Hall-Phillips, Worcester Polytechnic Institute
  • Ruijiao Yang, Worcester Polytechnic Institute
Document Type
Article
Publication Date
7-1-2013
Abstract

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.

Conference Title
HCI International (HCII) conference
Citation Information
Soussan Djamasbi, Adrienne Hall-Phillips and Ruijiao Yang. "SERPs and Ads on Mobile Devices: An Eye Tracking Study for Generation Y" HCI International (HCII) conference (2013)
Available at: http://works.bepress.com/soussan_djamasbi/30/