Why not starting by the most shocking question as an advertiser?!
But do people look at ads when they are on social networking sites?
Online communities continue to grow. 72% of American adults go
online with the intent of connecting in online communities.
Facebook users averaged over 3 billion minutes a day in February 2009.
Total U.S. time spent on Facebook increased to 700% in 2009.
Search queries are up on Facebook, showing a 5% increase in May
2009; Google search queries are down 2%.
Lessons Learned: Shared Knowledge, Community Choice
The habits of social network users need not be an obstacle. Gaze paths
and eye fixations are proving to be one of the most relevant and robust
metrics for understanding online behavior.
Theories on information foraging behavior suggest that users will
adapt their search behavior and interaction with search results
within unique online environments, like social networking sites.
People value results related to their personal interests. The forecast for growth
in online communities looks promising.
And as this online population grows, more people are increasingly more
likely to be influenced by the opinions—and connections—of those in
their online social networks. A recent survey of online behavior found
that people are most likely to take a product recommendation from a
friend or relative.
Our survey results suggest that Twitter will take on
a bigger role in the consumer decision making process.
Eye Tracking research rolls the power of analytics, usability and
psychology all into one robust marketing tool. There is going to be an
increased demand for more in-depth studies as the behavior of users
adapts within the structures of online social environments. There is an
open door for marketers to learn how to navigate this new terrain with
the guidance of Eye Tracking research.
We know search is changing— it’s going social. Keep watching.
Sources: http://googleblog.blogspot.com/2009/02/eye-tracking-studies-more-than-meets.html
http://www.tobii.com/market_research_usability.aspx
http://www.oneupweb.com/
Thanks for publishing this synopsis of Oneupweb’s recent Eye Tracking study on social networking sites like Twitter, YouTube and Facebook. If anyone is interested in reading the entire study, you can download a free copy at http://www.oneupweb.com/landing/09_search_is_going_social/
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