Identifying Different Visual Patterns in Web users Behaviour
Identifying Different Visual Patterns in Web users Behaviour
Files
Date
2011
Authors
Alan Chalmers
Martinho Fradeira Gonçalves
Tânia Rocha
Luís Gonzaga Magalhães
Emanuel Peres
Maximino Bessa
Journal Title
Journal ISSN
Volume Title
Publisher
Abstract
On the internet one can find all kinds of information
and perform a multitude of tasks such as searching
for information about any subject, purchase goods
and services, or enquiring about a particular
company. When navigating the web, our focus
(where we look) can be captured involuntary through
a visual stimulus, or may be directed in a controlled
manner depending on the task that we are performing.
The layouts of web sites range from simple to highly
complex. When creating new layouts, knowing what
information is most important when a user is
performing a task and which areas are supposed to
attract his/her attention are important issues in order
to make a web site easier to interpret and
consequently their usability. In this paper we present
an eye tracking study of users' visual behaviour when
surfing on websites and investigate if it is possible to
determine likely visual patterns. We show that the
visual patterns are different depending on the task
that is being performed and not on the web site where
it is being carried out.