![]() ![]() The findings from the 2006 study formed the basis of the first edition of our How People Read on the Web report. The study involved over 300 participants. In 2006, we conducted a large-scale eyetracking study to understand how people read online. The findings in this second edition of the report come from a series of studies spanning 13 years, involving over 500 participants and more than 750 hours of eyetracking time. In many cases, we asked participants to bring their own tasks (for work, school, or personal life) to perform for this part of the session. In qualitative eyetracking studies, researchers analyze individual users’ viewing behaviors through gazeplots and gaze replays.The results include heatmaps and gaze metrics (for example, the average number of fixations on a particular element of interest in the interface.) In quantitative eyetracking studies, researchers aggregate viewing behavior across a large number of participants.Most of the studies discussed below contained both a quantitative and a qualitative portion: This type of research is valuable for many purposes (including evaluating visual design), but is particularly useful for studying what people do (and don’t) read online. Methodology: EyetrackingĮyetracking equipment tracks a user’s gaze as she uses an interface. ![]() Even though massive technology shifts have changed some behaviors, many of our original findings about how people read online remain true, even after 20+ years. The reason why that finding (and others discussed here) is still true is because it’s based on basic human behavior. That’s one fundamental truth of online information-seeking behavior that hasn’t changed in 23 years and which has substantial implications for how we create digital content. We’ve been saying this since 1997: People rarely read online - they’re far more likely to scan than read word for word. Looking back over the findings from the 5 eyetracking studies conducted for these editions, we can trace how online reading behaviors have changed (or not). We recently published the 2 nd edition of our How People Read Online report, almost 15 years after the 1 stedition was published. The more things change, the more they stay the same. ![]()
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