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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 LU ; Holmqvist, Kenneth LU and Sandberg, Helena LU (2015) In Journal of Eye Movement Research 8(2).
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... (More)
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. (Less)
Please use this url to cite or link to this publication:
author
organization
publishing date
type
Contribution to journal
publication status
published
subject
keywords
children, online advertising, visual attention, visual saliency, internet use
in
Journal of Eye Movement Research
volume
8
issue
2
publisher
European Group for Eye Movement Research
external identifiers
  • wos:000359481200002
ISSN
1995-8692
language
English
LU publication?
yes
id
9e3b72b9-ef00-46ec-8def-434874a2eb0b (old id 7975644)
alternative location
http://www.jemr.org/online/8/2/2
date added to LUP
2015-09-25 07:44:36
date last changed
2016-04-15 23:01:22
@article{9e3b72b9-ef00-46ec-8def-434874a2eb0b,
  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.},
  author       = {Holmberg, Nils and Holmqvist, Kenneth and Sandberg, Helena},
  issn         = {1995-8692},
  keyword      = {children,online advertising,visual attention,visual saliency,internet use},
  language     = {eng},
  number       = {2},
  publisher    = {European Group for Eye Movement Research},
  series       = {Journal of Eye Movement Research},
  title        = {Children's attention to online adverts is related to low-level saliency factors and individual level of gaze control},
  volume       = {8},
  year         = {2015},
}