More Web Proxy on the site http://driver.im/

research-article

What do you see when you're surfing?: using eye tracking to predict salient regions of web pages

Authors:

Edward Cutrell,

Meredith Ringel MorrisAuthors Info & Claims

CHI '09: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems

Pages 21 - 30

https://doi.org/10.1145/1518701.1518705

Published: 04 April 2009 Publication History

Abstract

An understanding of how people allocate their visual attention when viewing Web pages is very important for Web authors, interface designers, advertisers and others. Such knowledge opens the door to a variety of innovations, ranging from improved Web page design to the creation of compact, yet recognizable, visual representations of long pages. We present an eye-tracking study in which 20 users viewed 361 Web pages while engaged in information foraging and page recognition tasks. From this data, we describe general location-based characteristics of visual attention for Web pages dependent on different tasks and demographics, and generate a model for predicting the visual attention that individual page elements may receive. Finally, we introduce the concept of fixation impact, a new method for mapping gaze data to visual scenes that is motivated by findings in vision research.

References

[1]

Adar, E., Teevan, J., Dumais, S.T. Large scale analysis of web revisitation patterns. In Proc. CHI 2008, 2008, 1197--1206.

Digital Library

[2]

Beier, B., Vaughan, M.W. The bull's-eye: a framework for web application user interface design guidelines. In Proc. CHI 2003, 2003, 489--496.

Digital Library

[3]

Bernard, M.L. Criteria for optimal Web design (designing for usability). From http://www.rocketface.com/archive/Criteria %20for%20optimal%20web%20design.html, (Retrieved Sept. 8, 2008).

[4]

Beymer, D., Orton, P.Z., Russell, D.M. An Eye Tracking Study of How Pictures Influence Online Reading. In Proc. INTERACT 2007, 2007, 456--460.

Digital Library

[5]

Cockburn, A. and B. McKenzie. What do Web users do? An empirical analysis of Web use. Int. J. of Human-Computer Studies, 54(6), 2001, 903--922.

Digital Library

[6]

Comcast Taps Hispanic Web Portal, http://www.mediapost.com/publications/index.cfm?fuseaction=Articles.showArticleHomePage&art_aid=40714, (Retrieved Sept. 15, 2008).

[7]

Cutrell, E., Guan, Z. What are you looking for?: an eye-tracking study of information usage in web search. In Proc. CHI 2007, 2007, 407--416.

Digital Library

[8]

Dontcheva, M., Drucker, S.M., Wade, D., Salesin, D. and Cohen, M.F. Summarizing personal Web browsing sessions. In Proc.of UIST, ACM, 2006, 115--124.

Digital Library

[9]

Fogg, B.J., Marshall, J., Laraki, O., Osipovich, A., Varma, C., Fang, N., Paul, J., Rangnekar, A., Shon, J., Swani, P., Treinen, M. What makes Web sites credible?: a report on a large quantitative study. In Proc. CHI 2001, 2001, 61--68.

Digital Library

[10]

Goldberg, J.H., Stimson, M.J., Lewenstein, M., Scott, N., Wichansky, A.M. Eye tracking in web search tasks: design implications. In Proc. of the 2002 symposium on Eye tracking research&applications, 2002, 51--58.

Digital Library

[11]

Henderson, J.M. Human gaze control during real-world scene perception. In TRENDS in Cognitive Sciences 7, 11, 2003, 498--504.

[12]

Henderson, J.M., Hollingworth, A. High-level scene perception. In Annu. Rev. Psychol., 50, 1999, 243--271.

[13]

Herder, E. Characterizations of user Web revisit behavior. In Proc. Workshop on Adaptivity and User Modeling in Interactive Systems, 2005.

[14]

Hotchkiss, G., Alston, S. and Edwards, G. Eye Tracking Study. http://www.enquiro.com/eyetrackingreport.asp, (Retrieved Sept. 15, 2008), 2006.

[15]

Itty, L. Models of Bottom-Up Attention and Saliency. In Neurobiology of Attention, Elsevier, 2005, 576--582.

[16]

Ivory, M.Y., Hearst, M.A. Statistical profiles of highly-rated web sites. Proc. CHI 2002, 2002, 367--374.

Digital Library

[17]

Josephson, S., Holmes, M.E. Visual attention to repeated internet images: testing the scanpath theory on the world wide web. In Proc. of the 2002 symposium on Eye tracking research&applications, 2002, 43--49.

Digital Library

[18]

Kaasten, S., Greenberg, S., Edwards, C. How people recognize previously seen Web pages from titles, URLs and thumbnails. In Proc. HCI '02, 2002, 247--265.

[19]

Lorigo, L., Pan, B., Hembrooke, H., Joachims, T., Granka, L., Gay, G. The influence of task and gender on search and evaluation behavior using Google. In Info. Processing and Management: an Int'l Journal. 42, 4, 2006, 1123--1131.

Digital Library

[20]

Nielsen, J. F-Shaped pattern for reading Web content. http://www.useit.com/alertbox/reading_pattern.html, (Retrieved Sept. 15, 2008), 2006.

[21]

Ojanpää, H., Näsänen, R., Ilpo, K. Eye movements in the visual search of word lists. In Vision Research 42, Elsevier, 2002, 1499--1512.

[22]

Oliva, A., Torralba, A., Castelhano, M.S., Henderson, J.M. Top-down control of visual attention in object detection. In Proc. ICIP 2003, 2003, 253--256.

[23]

Over, E.A.B., Hooge, I.T.C., Vlaskamp, B.N.S., Erkelens, C.J. Coarse-to-fine eye movement strategy in visual search. In Vision Research 47, Elsevier, 2007, 2272--2280.

[24]

Pan, B., Hembrooke, H.A., Gay, G.K., Granka, L.A., Feusner, M.K., Newman, J.K. The determinants of web page viewing behavior: an eye-tracking study. In Proc. of 2004 symposium on Eye tracking research&applications, 2004, 147--154.

Digital Library

[25]

Rayner, K. Eye movements in reading and information processing: 20 years of research. In Psychological Bulletin, 124, 1998, 372--422.

[26]

Tauscher, L., S. Greenberg. How people revisit Web pages: Empirical findings and implications for the design of history systems. In Int. J. of Human-Computer Studies, 47(1), 1997, 97--137.

Digital Library

[27]

Teevan, J., Cutrell, E., Fisher, D., Drucker, S.M., Ramos, G., André, P., Hu, C. Visual Snippets: Summarizing Web Pages for Search and Revisitation. In Proc. CHI 2009. 2009.

Digital Library

[28]

Tseng, Y.-C., Howes, A. The Adaptation of Visual Search Strategy to Expected Information Gain. In Proc. CHI 2008, 2008, 1075--1084.

Digital Library

Cited By

Zhu RCheng CSong YCai Z(2024)Modeling Attentive Interaction Behavior for Web Content Identification in Exploratory Information SeekingProceedings of the ACM on Interactive, Mobile, Wearable and Ubiquitous Technologies10.1145/36997508:4(1-28)Online publication date: 21-Nov-2024
https://dl.acm.org/doi/10.1145/3699750
Salminen JJung SJansen B(2024)Investigating Persona Viewing Behavior: An Eye-Tracking Study on Portrait-Format Persona ProfileProceedings of the 13th Nordic Conference on Human-Computer Interaction10.1145/3679318.3685376(1-12)Online publication date: 13-Oct-2024
https://dl.acm.org/doi/10.1145/3679318.3685376
Li ZCheng YYan YLindlbauer D(2024)Predicting the Noticeability of Dynamic Virtual Elements in Virtual RealityProceedings of the 2024 CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642399(1-17)Online publication date: 11-May-2024
https://dl.acm.org/doi/10.1145/3613904.3642399
Show More Cited By

Index Terms

What do you see when you're surfing?: using eye tracking to predict salient regions of web pages
1. Human-centered computing

Recommendations

Older adults fail to see the periphery in a Web site task

Eye movement deficiencies are inherent with age and tend to increase in distracting visual fields, in the useful field of view (UFoV), and when information is located in the periphery. Despite well-known age-related differences in eye movement, there ...
Do we need eye trackers to tell where people look?
CHI EA '06: CHI '06 Extended Abstracts on Human Factors in Computing Systems

We investigated the validity of two low-cost alternatives to state-of-the-art eye tracking technology: 1) prompting users to report from memory on their own eye movements, and 2) asking experienced web designers to predict the eye movements of a typical ...
Affordable Eye Tracking for Informed Web Design
Design, User Experience, and Usability: Theory and Practice
Abstract
Eye tracking hardware and software can be used to analyze and improve websites. If conducting an eye tracking study is too costly, examining mouse movement data can also provide similar insights into user behavior as eye gaze data. Prior research ...

Comments

Please enable JavaScript to view thecomments powered by Disqus.

Information & Contributors

Information

Published In

cover image ACM Conferences

CHI '09: Proceedings of the SIGCHI Conference on Human Factors in Computing Systems

April 2009

2426 pages

ISBN:9781605582467

DOI:10.1145/1518701

General Chairs:
Dan R. Olsen
Brigham Young University
,
Richard B. Arthur
Brigham Young University
,
Program Chairs:
Ken Hinckley
Microsoft Research
,
Meredith Ringel Morris
Microsoft Research
,
Scott Hudson
Carnegie Mellon University
,
Saul Greenberg
University of Calgary

Copyright © 2009 ACM.

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

Sponsors

Publisher

Association for Computing Machinery

New York, NY, United States

Publication History

Published: 04 April 2009

Permissions

Request permissions for this article.

Request Permissions

Check for updates

Author Tags

Qualifiers

Research-article

Conference

CHI '09

Sponsor:

CHI '09: CHI Conference on Human Factors in Computing Systems

April 4 - 9, 2009

MA, Boston, USA

Acceptance Rates

CHI '09 Paper Acceptance Rate 277 of 1,130 submissions, 25%;

Overall Acceptance Rate 6,199 of 26,314 submissions, 24%

Upcoming Conference

CHI 2025

Sponsor:
sigchi

ACM CHI Conference on Human Factors in Computing Systems

April 26 - May 1, 2025

Yokohama , Japan

Contributors

Other Metrics

View Article Metrics

Bibliometrics & Citations

Bibliometrics

Article Metrics

169
Total Citations
View Citations
4,118
Total Downloads

Downloads (Last 12 months)110
Downloads (Last 6 weeks)10

Reflects downloads up to 12 Dec 2024

Other Metrics

View Author Metrics

Citations

Cited By

Zhu RCheng CSong YCai Z(2024)Modeling Attentive Interaction Behavior for Web Content Identification in Exploratory Information SeekingProceedings of the ACM on Interactive, Mobile, Wearable and Ubiquitous Technologies10.1145/36997508:4(1-28)Online publication date: 21-Nov-2024
https://dl.acm.org/doi/10.1145/3699750
Salminen JJung SJansen B(2024)Investigating Persona Viewing Behavior: An Eye-Tracking Study on Portrait-Format Persona ProfileProceedings of the 13th Nordic Conference on Human-Computer Interaction10.1145/3679318.3685376(1-12)Online publication date: 13-Oct-2024
https://dl.acm.org/doi/10.1145/3679318.3685376
Li ZCheng YYan YLindlbauer D(2024)Predicting the Noticeability of Dynamic Virtual Elements in Virtual RealityProceedings of the 2024 CHI Conference on Human Factors in Computing Systems10.1145/3613904.3642399(1-17)Online publication date: 11-May-2024
https://dl.acm.org/doi/10.1145/3613904.3642399
Li JZhang WFeng ZWei LTang TGu T(2024)Effects of Head-Up Display Information Layout Design on Driver Performance: Driving Simulator StudiesInternational Journal of Human–Computer Interaction10.1080/10447318.2024.2414487(1-17)Online publication date: 16-Oct-2024
https://doi.org/10.1080/10447318.2024.2414487
Yusuf AAfolabi AAkanmu AMurzi HOfori-Boadu ABall S(2024)Evaluation of Instructors’ Demographic Variations on a Web-based Platform for Connecting with PractitionersInternational Journal of Human–Computer Interaction10.1080/10447318.2024.2375689(1-14)Online publication date: 15-Jul-2024
https://doi.org/10.1080/10447318.2024.2375689
Hilbert LNoordewier MSeck Lvan Dijk W(2024)Financial scarcity and financial avoidance: an eye-tracking and behavioral experimentPsychological Research10.1007/s00426-024-02019-788:8(2211-2220)Online publication date: 19-Aug-2024
https://doi.org/10.1007/s00426-024-02019-7
Singh MSharma GHoque XDhall A(2024)DREAMS: Diverse Reactions of Engagement and Attention Mind States DatasetPattern Recognition10.1007/978-3-031-78341-8_11(163-179)Online publication date: 2-Dec-2024
https://doi.org/10.1007/978-3-031-78341-8_11
AYDIN MİCİL TUNCER ADEMİREL Y(2023)Sosyal Reklamlarda Çocuk Unsurunun Etkisi: Psikofizyolojik Veri Hasadı Tekniği ile Bir AraştırmaThe Effect of Child Element in Social Advertisements: A Study with Psychophysiological Data Harvesting TechniqueODÜ Sosyal Bilimler Araştırmaları Dergisi (ODÜSOBİAD)10.48146/odusobiad.1273833Online publication date: 27-May-2023
https://doi.org/10.48146/odusobiad.1273833
Pathmanathan NÖney SBecher MSedlmair MWeiskopf DKurzhals K(2023)Been There, Seen That: Visualization of Movement and 3D Eye Tracking Data from Real‐World EnvironmentsComputer Graphics Forum10.1111/cgf.1483842:3(385-396)Online publication date: 27-Jun-2023
https://doi.org/10.1111/cgf.14838
Inagaki YShirogane JIwata HFukazawa Y(2023)Webpage Validation by Visualizing Importance AreaIEEE Access10.1109/ACCESS.2023.332774311(120334-120345)Online publication date: 2023
https://doi.org/10.1109/ACCESS.2023.3327743
Show More Cited By

View Options

Login options

Check if you have access through your login credentials or your institution to get full access on this article.

Full Access

Get this Publication

View options

PDF

View or Download as a PDF file.

eReader

View online with eReader.

Media

Figures

Other

Tables

View Table of Contents