How Mobile Device Screen Size Affects People's Attention to Advertisements While Reading

• In Event: Multitasking and Selective Attention

Abstract

This study uses eye-tracking measures to investigate how the screen size of mobile devices affects people’s attention to advertisements that appear while reading. Participants read short magazine articles on devices with different screen sizes (tablet/mobile phone) while ads appeared at the periphery (top/bottom) of the reading screen. We measured gaze count, gaze fixation, and number of saccades as indicators of visual attention, and recognition accuracy as an indicator of memory.

Authors

• Yilin Ren, University of Illinois at Urbana-Champaign

• Peiyun zhou, U of Illinois at Urbana–Champaign

• Yilin Ren, U of Illinois at Urbana–Champaign