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nils holmberg

Nils Holmberg

Universitetslektor

nils holmberg

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

Författare

  • Nils Holmberg
  • Kenneth Holmqvist
  • Helena Sandberg

Summary, in English

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.

Avdelning/ar

  • Humanistlaboratoriet
  • Medie- och kommunikationsvetenskap

Publiceringsår

2015

Språk

Engelska

Publikation/Tidskrift/Serie

Journal of Eye Movement Research

Volym

8

Issue

2

Dokumenttyp

Artikel i tidskrift

Förlag

European Group for Eye Movement Research

Ämne

  • Human Computer Interaction

Nyckelord

  • children
  • online advertising
  • visual attention
  • visual saliency
  • internet use

Status

Published

ISBN/ISSN/Övrigt

  • ISSN: 1995-8692