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Eye tracking and online search: Lessons learned and challenges ahead

Author

Listed:
  • Lori Lorigo
  • Maya Haridasan
  • Hrönn Brynjarsdóttir
  • Ling Xia
  • Thorsten Joachims
  • Geri Gay
  • Laura Granka
  • Fabio Pellacini
  • Bing Pan

Abstract

This article surveys the use of eye tracking in investigations of online search. Three eye tracking experiments that we undertook are discussed and compared to additional work in this area, revealing recurring behaviors and trends. The first two studies are described in greater detail in Granka, Joachims, & Gay (2004), Lorigo et al. (2006), and Pan et al. (2007), and the third study is described for the first time in this article. These studies reveal how users view the ranked results on a search engine results page (SERP), the relationship between the search result abstracts viewed and those clicked on, and whether gender, search task, or search engine influence these behaviors. In addition, we discuss a key challenge that arose in all three studies that applies to the use of eye tracking in studying online behaviors which is due to the limited support for analyzing scanpaths, or sequences of eye fixations. To meet this challenge, we present a preliminary approach that involves a graphical visualization to compare a path with a group of paths. We conclude by summarizing our findings and discussing future work in further understanding online search behavior with the help of eye tracking.

Suggested Citation

  • Lori Lorigo & Maya Haridasan & Hrönn Brynjarsdóttir & Ling Xia & Thorsten Joachims & Geri Gay & Laura Granka & Fabio Pellacini & Bing Pan, 2008. "Eye tracking and online search: Lessons learned and challenges ahead," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 59(7), pages 1041-1052, May.
    • Handle: RePEc:bla:jamist:v:59:y:2008:i:7:p:1041-1052
    DOI: 10.1002/asi.20794
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    Cited by:

    1. Burguet, Roberto & Caminal, Ramon & Ellman, Matthew, 2015. "In Google we trust?," International Journal of Industrial Organization, Elsevier, vol. 39(C), pages 44-55.
    2. Theodoros Lappas & Gaurav Sabnis & Georgios Valkanas, 2016. "The Impact of Fake Reviews on Online Visibility: A Vulnerability Assessment of the Hotel Industry," Information Systems Research, INFORMS, vol. 27(4), pages 940-961, December.
    3. Zhengsong Lin & Ziqian Yang & Xinyue Ye, 2023. "Immersive Experience and Climate Change Monitoring in Digital Landscapes: Evidence from Somatosensory Sense and Comfort," IJERPH, MDPI, vol. 20(4), pages 1-21, February.
    4. Beladenta Amalia & Shivam Kapoor & Renu Sharma & Marcela Fu & Esteve Fernández & Jugdeep Singh Rana, 2020. "Online sales compliance with the electronic cigarettes ban in India: a content analysis," International Journal of Public Health, Springer;Swiss School of Public Health (SSPH+), vol. 65(8), pages 1497-1505, November.
    5. Di Caprio, Debora & Santos-Arteaga, Francisco J., 2021. "Combinatorial abilities and heuristic behavior in online search environments," Operations Research Perspectives, Elsevier, vol. 8(C).
    6. Anice Milbratz de Camargo & Alyne Michelle Botelho & Gabriella Beatriz Irmão & Giovanna Medeiros Rataichesck Fiates, 2022. "Analysis of Recipes Shared as ‘Healthy’ in a Popular Brazilian Website: A Cross-Sectional Study," IJERPH, MDPI, vol. 19(21), pages 1-13, October.

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