Eye Tracking Bing vs. Google: A Second Look

The most noteworthy change between the 2 engines in this initial study was the amount of visual consideration attracted by the subsidized links to the best of the biological effects: 42% of contributors looked at these links on Bing, while only 25% looked on Google. As expected, almost everybody 90% of members looked at the backed links above the biological search leads to both engines. While guidance on the quantity of consideration on sponsored results won’t be particularly appealing to an everyday user, this advice is significant to advertisers. Other findings included the relative disuse of Bing’s flyout feature in addition to the better attention obtained by Bing’s “associated searches” over Google’s. During the study, each player was asked to behavior eight searches: four using Google without Google Instant and four using Bing.

Prior to each search, contributors were provided with a reason for their search via a scenario and the exact search term they should enter. The search terms were similar to those utilized in our original Google vs. Bing study, carried out in July 2009. Two of the searches were informational “healthful food” and “landscaping” and two were transactional “engagement ring” and “last minute vacations”. To cut order consequences, the order of the hunt terms and the order of the engines were counterbalanced across individuals.

Five areas of the hunt results interface were of hobby: 1 sponsored results at the highest, 2 backed results to the right of the organic search results, 3 biological search results, 4 left pane, and 5 on hover flyouts on Bing only. Google’s Top Sponsored Results Get More Attention than Bing’s Approximately 90% of contributors looked at the backed effects above the organic leads to each search task. This number was comparable among the 2 engines and did not differ from what was present in the original study. Unlike in the common study, however, contributors spent more time shopping at the highest sponsored results area on Google 2. 8 seconds per search task, on common than on Bing 1.

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9 seconds. Google’s top backed effects also obtained more gaze time per result – 0. 9 seconds compared to 0. 7 seconds that Bing’s sponsored effects received. Users Spend More Time Viewing Google’s Organic Search Results In both studies, 100% of contributors looked at the organic search ends up in each search. In the normal study, contributors spent on average among 7.

1 and 7. 3 seconds browsing at the biological effects, and their gaze time failed to differ among the 2 se’s. This finding, even though, was not corroborated by the new data. In this study, the common time spent on organic effects was much longer on Google 14. 7 seconds than it was on Bing 10.

7 seconds. One possible interpretation is that Google search effects had lower perceived relevancy and participants were having a more difficult time locating the assistance they were looking for on Google than on Bing. Bing’s Left Pane Looked at Longer than Google’s Since the usual study was carried out in 2009, Google has added the left pane to its search results page. According to the findings of this study, the left pane on both Bing and Google was viewed by 17% 18% of members during each search, though contributors spent more time browsing on the left on Bing 2. 9 seconds than on Google 1. 2 seconds.

This was likely due to the indisputable fact that Bing’s left pane contained tips more pertinent to the common search term, adding a list of related searches, while Google’s left pane featured Google filters e. g. , Images, Videos, and News and other links that weren’t suitable to the tasks in the study. Overall, Bing and Google were comparable in terms of individuals’ hit rate on the various areas of the hunt results interface. Regardless of the search engine, visual consideration was mainly focused on the middle column of the page, with all participants looking at the organic search results and almost all at the highest subsidized results.

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The right and left panes attracted significantly less consideration. Only about a quarter of the members looked at the sponsored effects to the best, and intensely few looked at the left pane which contained filters, associated searchers, search historical past and other links.