Designing IA for AI - Information Architecture Conference 2024
Tech Nation eye tracking
1.
2. Squeezed
financially & low
interest in tech
25% are 16-34
Only 20% own a
smartphone
A typical John Lewis
customer
70% tend to buy tech
once it‟s been tried
and tested
Family life revolves
around TV, TV and
more TV
Constantly connected
brand junkies
Tech aficionados
who love to show off
44% are over 35
70% are over 35
Highest ownership of
most mobile devices
Account for 36% of
annual tech
purchases
98% have pay TV
3. Eye tracking key findings
Wi-fi fuels interplay between mobile devices and other media
But many Price Pragmatists and Quality Seekers do not currently have the
equipment to multi-screen
5. Avg. dwell time per visit:
22 visits
23 visits
Number of visits* by media/device
50.1 secs
7.1 secs
* „Visits‟ are occasions where participants switch attention to a media / device, including initial occasions and revisits
6. Sport on TV is likely to capture more attention. Uses
laptop or phone at the same time to banter with friends
about the event
Films on TV or DVD are particularly engrossing. Will
often look up details about the film and its stars
afterwards
Likely to seek other distractions, such as reading the
paper, using laptop, or chatting if soaps or reality shows
are on the box
8. Avg. dwell time per visit:
27 visits
32 visits
Number of visits* by media / device
65 secs
6.9 secs
9.
10. Print newspaper is engrossing, with TV and radio
offering background noise and minimal distraction
No internet on mobile plus prospect of starting up
desktop PC to check for information tends to be a
barrier to spur-of-the-moment second screening
Visual path often drawn to newspaper ads, and their
role is valued. As a BBC loyalist, print ads provide a
valuable source of information, deals and offers.
Intend to follow up online
15. Newspaper reading demands higher level of
The newspaper is engrossing, with TV and radio
concentration
offering background noise and minimal distraction
Eye track captures visual path as newspaper is
No internet on mobile and prospect of starting up
searched for adverts, deals, and offers. Attention is
desktop PC to check for information tends to be a
drawn to grocery, holiday, plus tech items and TV
barrier to spur-of-the-moment second screening
subscriptions
Visual path often drawn to newspaper ads, and their
TV always on and provides a break from reading
role is valued. As a BBC loyalist, print ads provide a
Content and time of day plays a vital role. TV is more
valuable source of information, deals and offers
likely to capture a greater share of attention if watched
with family
17. Andy
% of overall time spent
on each activity
Newsbrand
text content
54%
Newsbrand
video content
Email
34%
7%
Maximum dwell time
Number of visits
199 seconds
12
143 seconds
3
24 seconds
5
Advertising Other
3%
18 seconds
3
Advertising Tech
1%
9 seconds
2
Social Media
1%
6 seconds
1
20. Newspaper reading demands higher level of
The newspaper is engrossing, with TV and radio
concentration, whether print or digital
offering background noise and minimal distraction
Social media/messaging is on all the time, but dealt with
No internet on mobile and prospect of starting up
quickly. It does not require long periods of focus
desktop PC to check for information tends to be a
Desktop/laptop as media gateway - entertainment
barrier to spur-of-the-moment second screening
, news, social media hub
Visual path often drawn to newspaper ads, and their
Tablet/phone for more spur of the moment reference
role is valued. As a BBC loyalist, print ads provide a
and messaging
valuable source of information, deals and offers
26. 6 visits
27 visits
23 visits
Number of visits* by media / device
Avg. dwell time per visit:
23.5 secs
10.1 secs
55 secs
27. Typical pattern is multiple device/platform use, with
newsbrands and streamed TV/video gaining most
attention
However, when “on a mission”, researching new
tablet via laptop, another Tech Rich had lowest
number of visits overall
Recognition that newspaper /written content
demands more concentration, whatever the device.
Will sometimes take to another, non-tech room, eg
kitchen
28. Eye tracking key findings
TV often a constant, but not constantly viewed
Interesting audio content prompts attention
Appointment to view (irrespective of screen used) more immersive
Laptop/desktops typically primary focus of attention. Used for activities that
require more concentration – videos, newsbrands, shopping, banking
Habitual presence and checking, for reassurance, information and keeping
in touch – but not universal, and very short dwell times
Tablets offer both immediate reference point and better viewing/reading
experience than smartphone
Newsbrands typically primary source of attention
Require concentration, irrespective of platform
29. Eye tracking key findings
• Time spent = complex notion
• Content is the overarching driver of attention
• Context drives choice of device and determines
which receives primary attention
31. 2+hrs/day online
Five Tech Types
55%
50%
42%
39%
24%
Price Pragmatist Quality Seekers TV Worshipper
Social Addicts
Tech Rich
32. Online Activities
Five Tech Types
•
Researching family history
•
Learning languages
•
Using e-mail
•
Sending text messages
•
Comparing prices
•
•
Researching family history
•
Donating money to charity
•
Making travel/holiday
plans
•
= Learning languages
Checking
stocks, shares, investment
s
Accessing government
services
•
Fantasy sports
•
Study work
•
Online gambling
•
Learning languages
•
Viewing classified ads
•
•
Researching information
on fashion/beauty
Paid for
films, series, documentarie
s (viewing/downloading)
•
Downloading ring
tones/wallpaper for you
mob phone
•
= Researching family history
Updates via RSS feeds
•
Renting DVDs
•
Viewing /downloading free
films, series, documentarie
s
TV programmes (visiting
websites)
•
•
•
Listening/downloading
paid for music
•
Playing paid for games
Listening/downloading paid
for music
= Listening/downloading paid for music
Hinweis der Redaktion
Eye tracking was conducted as part of the Tech Nation in-home ethnographies, covering the 5 technology segments. It allowed us to explore how people were interacting with a variety of media and tech devices, through monitoring actualbehaviour when using their devices, rather than relying on self perception. Eye tracking was conducted at the outset of the ethnographies to make sure that behaviour and responses were not biased by any questioning or other ethnographic activities. Up to 30 minutes of eye tracking was conducted with each respondent, with participants left alone to encourage natural behaviour. They were simply asked to use media and tech devices of their choice, as they normally would at that time of day. Specialist mobile eye-tracking equipment was used to measure and trace respondents’ visual paths. Each respondent wore eye-tracking glasses which project infra-red light onto respondents’ eyes. The reflection of the beam was captured and interpreted by sensors, allowing visual paths and dwell times to be displayed and interrogated. A video camera was also incorporated in glasses, so that the gaze path could be overlaid on the film footage of what respondents were looking at. Afterwards, respondents were asked about their own perceptions of their attention paid to different devices used, and the content they were looking at.
Reminder slide for who groups are.
Tech Nation has already shown that media habits are shaped by the tech you own. In-home wi-fi has fuelled the interplay between mobile devices and other media. It offers more immediate, in-the-moment reference and use. There’s no longer the effort of using a desktop, which removes people from the moment. However, some tech groups – notably Price Pragmatists and Quality Seekers do not currently have the equipment to multi-screen
ITV news was on the TV, but Danny’s viewing was frequently punctuated by checking his ancient Blackberry and messaging friends.
Majority of time spent watching TV, yet habitually referred to phone 22 times, with each instance averaging just 7 seconds Lack of interest in technology – and lack of a particularly interesting programme (eg sport) on TV, possibly fuelled quite high level of attention switching. The longest dwell time for TV was only 3 ½ minutes – which was almost 5 times longer than the longest phone dwell time, but the typical behaviour was to flick between screens.
BBC early evening news on the TV, but the majority of time spent reading the print newspaper. Other/non-media includes his wife Jan, when they were discussing an ad.
Presence of another person, as well as TV being on, resulted in large number of visits – but most attention on print newspaper.The print newspaper is quite absorbing - each visit lasts over a minute, and the longest dwell time is over 7 minutes
An ad in the newspaper captures attention and stimulates discussion – here we see our Quality Seekers being interviewed after eye-tracking, explaining what happened when he saw the ad. It’s then overlayed with the eye tracking video taken previously to show where John’s gaze fell.
Newspapers are involving and demand more attention – in another session the quality seeker respondent put the newspaper aside “for later” as there was something they particularly wanted to watch on TV and they could not concentrate on both. As light commercial TV viewers, Quality Seekers can be more reliant on their newspaper to point them in the direction of new products and offers. In this session, John recalled discussing an ad for Virgin broadband that Jan would follow up online.
Although our TV worshipper Michelle has the TV on all the time, the research took place outside “family time”, so the main task - and it was considered an obligation as well as a pleasure – was reading the paper. Closely checking the paper for information, new product news, deals and offers is part of good household management. Once again, the eye-tracking demonstrated that newspapers require a level of concentration and attention higher than other media/devices.Another female TV Worshipper was more visually engaged by the TV – it accounted for 42% of time spent – however, she also frequently dipped into her newspaper, laptop and smartphone. Again, the print newspaper had the longest average dwell time per view.
Another TV Worshipper,Dean, also had the TV on all the time, visiting 26 times, but with an average dwell time of just 10 seconds. His regular evening ritual involves sitting down with the Sun after work – he looked at the paper 24 times, but the average dwell time was more than twice as long as TV, at 23 seconds. But the longest dwell time was for his laptop – a total of just under 9 ½ minutes over 11 visual visits. It’s not that he has a short attention span, or that he’s inattentive, or that the TV and newspaper content is too dull to keep him engaged. Laptop visits were directly related to the TV and newspaper content he was consuming. He consulted his laptop to find out more info about the Europa Cup draw as it was announced on TV. The second laptop task was prompted by his newspaper.
As we can see in the video, screen entertainment is still top of mind for this family minded TV Worshipper and the newspaper insert ad spurs him to action. We’ll see a montage of Dean explaining his behaviour in an interview after the eye-tracking, interspersed with video footage of where his gaze landed when he was following up the newspaper ad.
“TV is just noise background” when not appointment to view. Whereas newspaper reading is highly engaging and requires concentration
Andy focused exclusively on his desktop, which is his home media hub. Working from home, this is the main focal point for both professional and home entertainment use. Like many Social Addicts, Andy does not have a TV set and views content on his other electronic devices.
We captured Andy’s daily ritual as he took a break from work without leaving his workspace. He looked ata mixture of editorial and entertainment content. The bulk of his time was shared between catching up with the day’s events and watching videos on a newspaper website. To keep connected with friends and professional acquaintances he habitually checked his emails throughout and dipped into his Facebook page. Opportunities for advertising are evident, with Andy’s gaze often captured by online ads. Always seeking the latest devices to keep connected, this included adverts for tech products.
With no TV set at home, Sophie’s laptop grabbed the vast majority of her attention. She uses her laptop for watching BBC iPlayer, reading newspaper sites and online shopping, as well as Facebook and YouTube.Her laptop use was punctuated with chat and social media on her smartphone (4 visits in total at an average of 22.8 secs). What’s interesting is that the pattern is almost exactly the same as Andy’s: being a Social Addict does not mean people are unable to focus, they just need to know they are connected. The longest online dwell time for Sophie was 21minutes, as she watched short videos, browsed fashion/shopping sites and checked Facebook.
We also saw the same pattern for Tiffany, who is a 26 year old social addict (her home is very atypical as she had just inherited from her grandmother). However, during the eye tracking she was highly focussed on her print newspaper, despite having her laptop and tablet nearby, and the TV permanently on.
Lucy not only owns a wide range of technology, but she also needs to keep multiple devices on the go to ensure that she’s not missing anything. During eye-tracking attention divided fairly evenly between devices, in terms of overall time.Lucy browsed her newspaper, devoting time to detailed reading of articles of interest. (She will often return to the newspaper throughout the day, at times convenient to her to allow sufficient attention . She finds the paper better for this than online or apps). Her smartphone is never far from her grasp, except when watching films with the family, when she makes a special effort to make sure that her mobile devices are kept out of (her) reach. Smartphone used for a range of activities: app-based games, web browsing, weather, Sky News app, browsing shopping sites, Facebook. Laptop and tablet for more focused attention, including newsbrands
Lucy had the highest number of visits of all – 162 - as she tried to keep up with various media activities. The maximum visit time for on any one medium was just over a minute and a half.She browsed her newspaper, devoting time to reading of articles of interest as well as noting ads. (She will often return to the newspaper throughout the day, at times convenient to her to allow sufficient attention )Lucy’s smartphone is never far from her grasp, whether watching TV, reading a newspaper, spending time with family, or even cooking. When watching films with the family, she makes a special effort to make sure that her mobile devices are kept out of reach. Lucy used her smartphone for a range of activities: app-based games, web browsing, weather, Sky News app, browsing shopping sites, Facebook
TV:while TV does not always receive the majority of concentration, it’s often a constant in the in-home repertoire. TV is habitually switched on (even when streamed via a mobile device) and has both audio and visual pull. Aside from immersive, appointment viewing, it often grabs attention as interesting content is heard.Newsbrands: Written or text-based materials(e.g. eBooks, tablet, print and online newspapers) are typically a primary source of attention when used, with people immersed in the content. Text based media often used separately from other distractions, and there is little active interplay with secondary devices – though some follow up ads Newsbrands (print and online) command a large share of attention, typically in the primary role. Users will often return to content at a time of convenience, in order to allow detailed reading free of major distractionsThere is generally less evidence of newsbrands being used in a secondary role due to the need to concentrate on the written word With smartphones, there is habitual use and signs of dependency especially among groups such as Social Addicts. There’s a comfort in having them within reach, and they are often referred to with no clear prompt. This is fuelled by a desire to keep connected socially and to tap into information sourcesLaptops are typically a primary focus of attention. They are often used for activities that require more concentration, like watching videos, reading news content, shopping, or online bankingTablet use has parallels with both laptops and smartphones and occupies a middle ground. It offers an immediate reference point, and provides a more satisfying user experience than smaller devices
Content is the overarching driver of attention: - across all media and all devices/formats, content of interest or relevance – whether entertainment, information, or advertising – is likely to grab and retain focus Context drives choice of device and determines which receives primary attention: - in home environment laptops or desktops are often used in preference to smartphones for video and entertainment content the main TV set will typically be preferred for such content, unless it is already in use by another family memberNo single media channel has a monopoly on being the primary focus, it shifts by content, mood, and presence of others in the room.Eye-tracking helps to demonstrate that there is no straight line equation between reported time spent with a particular medium and the level of attention, engagement or effectiveness of communications in that medium. It’s far more complex. People are often unaware of their own behaviour – they think they are “always on” social media/always checking emails, for example, but their visual attention is captured for very short time spans. Conversely, impact can be achieved in a very short visual time span – several of our respondents could play back ads they had seen in newspapers, their motivations and intended actions even though they had captured visual attention momentarily.