We investigate how people interact with Web search engine result pages using eye-tracking, to provide a detailed understanding of the patterns of user attention.\u00a0 Previous research has examined the visual attention devoted to the 10 organic search results, and we extend this by also examining how gaze is distributed across other components of contemporary search engines, such as ads and related searches.\u00a0 This provides insights about searcher\u2019s interactions with the \u201cwhole page\u201d, and not just individual components.\u00a0 In addition, we used clustering techniques to identify groups of individuals, with distinct gaze patterns.\u00a0 The groups varied in how exhaustively they examined the search results and in what regions of the search result page they paid most attention to (organic results vs. ads).\u00a0 These results further our understanding of how attention is distributed across increasingly complex search result pages, and how individuals exhibit distinct patterns of attention and interaction.<\/p>\n","protected":false},"excerpt":{"rendered":"
We investigate how people interact with Web search engine result pages using eye-tracking, to provide a detailed understanding of the patterns of user attention.\u00a0 Previous research has examined the visual attention devoted to the 10 organic search results, and we extend this by also examining how gaze is distributed across other components of contemporary search […]<\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"msr-url-field":"","msr-podcast-episode":"","msrModifiedDate":"","msrModifiedDateEnabled":false,"ep_exclude_from_search":false,"_classifai_error":"","msr-author-ordering":null,"msr_publishername":"ACM","msr_publisher_other":"","msr_booktitle":"Proceeding of the third symposium on Information Interaction in Context","msr_chapter":"","msr_edition":"Proceeding of the third symposium on Information Interaction in Context","msr_editors":"","msr_how_published":"","msr_isbn":"978-1-4503-0247-0","msr_issue":"","msr_journal":"","msr_number":"","msr_organization":"","msr_pages_string":"185\u2013194","msr_page_range_start":"185","msr_page_range_end":"194","msr_series":"IIiX '10","msr_volume":"","msr_copyright":"","msr_conference_name":"Proceeding of the third symposium on Information Interaction in Context","msr_doi":"10.1145\/1840784.1840812","msr_arxiv_id":"","msr_s2_paper_id":"","msr_mag_id":"","msr_pubmed_id":"","msr_other_authors":"Georg Buscher, Edward Cutrell","msr_other_contributors":"","msr_speaker":"","msr_award":"","msr_affiliation":"","msr_institution":"","msr_host":"","msr_version":"","msr_duration":"","msr_original_fields_of_study":"","msr_release_tracker_id":"","msr_s2_match_type":"","msr_citation_count_updated":"","msr_published_date":"2010-01-01","msr_highlight_text":"","msr_notes":"","msr_longbiography":"","msr_publicationurl":"","msr_external_url":"","msr_secondary_video_url":"","msr_conference_url":"","msr_journal_url":"","msr_s2_pdf_url":"","msr_year":2010,"msr_citation_count":0,"msr_influential_citations":0,"msr_reference_count":0,"msr_s2_match_confidence":0,"msr_microsoftintellectualproperty":true,"msr_s2_open_access":false,"msr_s2_author_ids":[],"msr_pub_ids":[],"msr_hide_image_in_river":0,"footnotes":""},"msr-research-highlight":[],"research-area":[13554,13555],"msr-publication-type":[193716],"msr-publisher":[],"msr-focus-area":[],"msr-locale":[268875],"msr-post-option":[],"msr-field-of-study":[],"msr-conference":[],"msr-journal":[],"msr-impact-theme":[],"msr-pillar":[],"class_list":["post-162021","msr-research-item","type-msr-research-item","status-publish","hentry","msr-research-area-human-computer-interaction","msr-research-area-search-information-retrieval","msr-locale-en_us"],"msr_publishername":"ACM","msr_edition":"Proceeding of the third symposium on Information Interaction in Context","msr_affiliation":"","msr_published_date":"2010-01-01","msr_host":"","msr_duration":"","msr_version":"","msr_speaker":"","msr_other_contributors":"","msr_booktitle":"Proceeding of the third symposium on Information Interaction in Context","msr_pages_string":"185\u2013194","msr_chapter":"","msr_isbn":"978-1-4503-0247-0","msr_journal":"","msr_volume":"","msr_number":"","msr_editors":"","msr_series":"IIiX '10","msr_issue":"","msr_organization":"","msr_how_published":"","msr_notes":"","msr_highlight_text":"","msr_release_tracker_id":"","msr_original_fields_of_study":"","msr_download_urls":"","msr_external_url":"","msr_secondary_video_url":"","msr_longbiography":"","msr_microsoftintellectualproperty":1,"msr_main_download":"207371","msr_publicationurl":"","msr_doi":"10.1145\/1840784.1840812","msr_publication_uploader":[{"type":"file","title":"IIiX2010-DumaisEtal_Gaze_final.pdf","viewUrl":"https:\/\/www.microsoft.com\/en-us\/research\/wp-content\/uploads\/2016\/02\/IIiX2010-DumaisEtal_Gaze_final.pdf","id":207371,"label_id":0},{"type":"doi","title":"10.1145\/1840784.1840812","viewUrl":false,"id":false,"label_id":0}],"msr_related_uploader":"","msr_citation_count":0,"msr_citation_count_updated":"","msr_s2_paper_id":"","msr_influential_citations":0,"msr_reference_count":0,"msr_arxiv_id":"","msr_s2_author_ids":[],"msr_s2_open_access":false,"msr_s2_pdf_url":null,"msr_attachments":[{"id":207371,"url":"https:\/\/www.microsoft.com\/en-us\/research\/wp-content\/uploads\/2016\/02\/IIiX2010-DumaisEtal_Gaze_final.pdf"}],"msr-author-ordering":[{"type":"user_nicename","value":"sdumais","user_id":33565,"rest_url":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/microsoft-research\/v1\/researchers?person=sdumais"},{"type":"text","value":"Georg Buscher","user_id":0,"rest_url":false},{"type":"user_nicename","value":"cutrell","user_id":31490,"rest_url":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/microsoft-research\/v1\/researchers?person=cutrell"}],"msr_impact_theme":[],"msr_research_lab":[199562],"msr_event":[],"msr_group":[144672,144784],"msr_project":[],"publication":[],"video":[],"msr-tool":[],"msr_publication_type":"inproceedings","related_content":[],"_links":{"self":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item\/162021","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item"}],"about":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/types\/msr-research-item"}],"version-history":[{"count":1,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item\/162021\/revisions"}],"predecessor-version":[{"id":402521,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-research-item\/162021\/revisions\/402521"}],"wp:attachment":[{"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/media?parent=162021"}],"wp:term":[{"taxonomy":"msr-research-highlight","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-research-highlight?post=162021"},{"taxonomy":"msr-research-area","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/research-area?post=162021"},{"taxonomy":"msr-publication-type","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-publication-type?post=162021"},{"taxonomy":"msr-publisher","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-publisher?post=162021"},{"taxonomy":"msr-focus-area","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-focus-area?post=162021"},{"taxonomy":"msr-locale","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-locale?post=162021"},{"taxonomy":"msr-post-option","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-post-option?post=162021"},{"taxonomy":"msr-field-of-study","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-field-of-study?post=162021"},{"taxonomy":"msr-conference","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-conference?post=162021"},{"taxonomy":"msr-journal","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-journal?post=162021"},{"taxonomy":"msr-impact-theme","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-impact-theme?post=162021"},{"taxonomy":"msr-pillar","embeddable":true,"href":"https:\/\/www.microsoft.com\/en-us\/research\/wp-json\/wp\/v2\/msr-pillar?post=162021"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}