Children's attention to online adverts is related to low-level saliency factors and individual level of gaze control

Research output: Contribution to journalArticle

Abstract

Twenty-six children in 3rd grade were observed while surfing freely on their favourite websites. Eye movement data were recorded, as well as synchronized screen recordings. Each online advert was analyzed in order to quantify low-level saliency features, such as motion, luminance and edge density. The eye movement data were used to register if the children had attended to the online adverts. A mixed-effects multiple regression analysis was performed in order to test the relationship between visual attention on adverts and advert saliency features. The regression model also included individual level of gaze control and level of internet use as predictors. The results show that all measures of visual saliency had effects on children's visual attention, but these effects were modulated by children's individual level of gaze control.

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Research areas and keywords

Subject classification (UKÄ) – MANDATORY

  • Human Computer Interaction

Keywords

  • children, online advertising, visual attention, visual saliency, internet use
Original languageEnglish
JournalJournal of Eye Movement Research
Volume8
Issue number2
Publication statusPublished - 2015
Publication categoryResearch
Peer-reviewedYes