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Methods to Test Visual Attention Online
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Attention allocation on mobile app interfaces when human interacts with them.

Li Zhu1,2, Gaochao Cui3, Yan Li4,5

  • 1Computer & Software School, Hangzhou Dianzi University, Hangzhou, Zhejiang Province 310018 China.

Cognitive Neurodynamics
|July 18, 2022
PubMed
Summary
This summary is machine-generated.

Users focus most on the bottom-left of app interfaces, especially with original designs. This attention shifts when colors are removed, highlighting the impact of visual design on user attention allocation.

Keywords:
Advertising regionAttention allocationEye-trackingMobile app interfaces

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Area of Science:

  • Human-Computer Interaction
  • Cognitive Psychology
  • Mobile User Experience

Background:

  • Increasing smartphone usage, particularly among young people, necessitates understanding attention allocation within mobile applications.
  • The design of app interfaces significantly influences user engagement and information processing.

Purpose of the Study:

  • To investigate how users allocate visual attention when interacting with mobile app interfaces.
  • To determine the impact of interface design elements (color, background) on attention patterns.
  • To explore the relationship between smartphone operation skill and attention fixation.

Main Methods:

  • An experiment was conducted with two sessions: original app interfaces and interfaces with colors/backgrounds removed.
  • An eye-tracking system was used to record attention fixation durations across four screen regions.
  • Participant smartphone operation skill was assessed to correlate with fixation data.

Main Results:

  • Participants showed significantly longer total fixation durations on the bottom-left region in the original interface session.
  • Attention to the bottom region persisted in the modified interface session, but left-right differences diminished.
  • First fixation duration was predominantly on the bottom area, negatively correlating with operation skill in the original interface session.

Conclusions:

  • Interface design, particularly the presence of color and background, influences visual attention patterns.
  • The bottom area of app interfaces is a key region for user attention.
  • Findings offer implications for optimizing app interface and advertisement layout for effective information delivery.