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

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Children's attention to online adverts is related to low-level saliency factors and individual level of gaze control. / Holmberg, Nils; Holmqvist, Kenneth; Sandberg, Helena.

I: Journal of Eye Movement Research, Vol. 8, Nr. 2, 2015.

Forskningsoutput: TidskriftsbidragArtikel i vetenskaplig tidskrift

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TY - JOUR

T1 - Children's attention to online adverts is related to low-level saliency factors and individual level of gaze control

AU - Holmberg, Nils

AU - Holmqvist, Kenneth

AU - Sandberg, Helena

PY - 2015

Y1 - 2015

N2 - 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.

AB - 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.

KW - children

KW - online advertising

KW - visual attention

KW - visual saliency

KW - internet use

M3 - Article

VL - 8

JO - Journal of Eye Movement Research

JF - Journal of Eye Movement Research

SN - 1995-8692

IS - 2

ER -