Internet users avoid viewing banner ads, according to an eye-tracking study by Nielsen/Norman Group. Text advertising is viewed more often than banner ads.


Internet users avoid viewing banner ads, according to an eye-tracking study by Nielsen/Norman Group.

According to the study, text advertising is viewed more often than banner ads.

Additional key findings include:

– Internet users focus on page content than advertisements.

– This is true especially for bright, flashing ads and ads not relevant to the topic.

– Users are less likely to avoid graphical ads with text and contrasting colors.

– Users are more likely to look at sponsored links and images on search pages.

– Users read web pages in an ‘F-pattern’. They narrow their focus as the proceed down a webpage.

The study was conducted on a group of 230 people. Users were asked to browse the web on their own. They were given tasks, including finding out how to tile a bowline knot and research on getting a mortgage.

A camera tracked the pupil of the user as they were carrying out the tasks.

LINKS:

For more information on the study, click here.

For more information on the company, visit Nielsen/Norman Group.