Over the past two decades, there have been significant advancements in the hardware required for collecting high-quality eye tracking data. Although webcam-based algorithms for measuring gaze are widely used in the commercial market, the utilization of smartphone-based eye tracking is still at an early stage of development.
In this study, we aim to present one of the first case studies that showcases the application of a novel app-based recording paradigm created by Oculid, a Berlin-based company recently acquired by Tobii.What sets this app-based recording paradigm apart is its minimal technical requirements, makings it an ideal tool for conducting gaze recordings in experimental settings with limited access to advanced eye tracking equipment.
The case study examines user behavior on three prominent video platforms: Facebook, Instagram, and YouTube. The study was conducted in the United States, involving over 200 participants who utilized their personal smartphones. The participants were asked to explore simulated social media feeds and watch videos.
This study reveals significant variations in the viewing duration of integrated ads across different platforms. Specifically, newsfeed-based social media platforms exhibit shorter viewing times compared to YouTube. Moreover, an interesting finding is that increased attention does not necessarily result in improved ad effectiveness.Despite YouTube users having longer gaze durations, Instagram users show higher recognition rates for the ads.
These findings highlight the importance of distinguishing between voluntary and involuntary attention. The study suggests that voluntary attention is more effective in translating gaze into brand outcomes than involuntary attention.