Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control
Twenty-six children in 3rd grade were observed while surfing freely on their favourite websites. Eye movement data were recorded, as well as synchronized screen recordings. Each online advert was analyzed in order to quantify low-level saliency features, such as motion, luminance and edge density. T...
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| Format: | Article |
| Language: | English |
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MDPI AG
2015-06-01
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| Series: | Journal of Eye Movement Research |
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| Online Access: | https://bop.unibe.ch/JEMR/article/view/2399 |
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| _version_ | 1850255779642212352 |
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| author | Nils Holmberg Kenneth Holmqvist Helena Sandberg |
| author_facet | Nils Holmberg Kenneth Holmqvist Helena Sandberg |
| author_sort | Nils Holmberg |
| collection | DOAJ |
| description | Twenty-six children in 3rd grade were observed while surfing freely on their favourite websites. Eye movement data were recorded, as well as synchronized screen recordings. Each online advert was analyzed in order to quantify low-level saliency features, such as motion, luminance and edge density. The eye movement data were used to register if the children had attended to the online adverts. A mixed-effects multiple regression analysis was performed in order to test the relationship between visual attention on adverts and advert saliency features. The regression model also included individual level of gaze control and level of internet use as predictors. The results show that all measures of visual saliency had effects on children’s visual attention, but these effects were modulated by children’s individual level of gaze control. |
| format | Article |
| id | doaj-art-4061ef681566496ebac85204d09b014b |
| institution | OA Journals |
| issn | 1995-8692 |
| language | English |
| publishDate | 2015-06-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Journal of Eye Movement Research |
| spelling | doaj-art-4061ef681566496ebac85204d09b014b2025-08-20T01:56:48ZengMDPI AGJournal of Eye Movement Research1995-86922015-06-018210.16910/jemr.8.2.2Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze controlNils Holmberg0Kenneth Holmqvist1Helena Sandberg2Lund UniversityLund UniversityLund UniversityTwenty-six children in 3rd grade were observed while surfing freely on their favourite websites. Eye movement data were recorded, as well as synchronized screen recordings. Each online advert was analyzed in order to quantify low-level saliency features, such as motion, luminance and edge density. The eye movement data were used to register if the children had attended to the online adverts. A mixed-effects multiple regression analysis was performed in order to test the relationship between visual attention on adverts and advert saliency features. The regression model also included individual level of gaze control and level of internet use as predictors. The results show that all measures of visual saliency had effects on children’s visual attention, but these effects were modulated by children’s individual level of gaze control.https://bop.unibe.ch/JEMR/article/view/2399childrenonline advertisingvisual attentionvisual saliencyinternet use |
| spellingShingle | Nils Holmberg Kenneth Holmqvist Helena Sandberg Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control Journal of Eye Movement Research children online advertising visual attention visual saliency internet use |
| title | Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control |
| title_full | Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control |
| title_fullStr | Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control |
| title_full_unstemmed | Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control |
| title_short | Children’s attention to online adverts is related to low-level saliency factors and individual level of gaze control |
| title_sort | children s attention to online adverts is related to low level saliency factors and individual level of gaze control |
| topic | children online advertising visual attention visual saliency internet use |
| url | https://bop.unibe.ch/JEMR/article/view/2399 |
| work_keys_str_mv | AT nilsholmberg childrensattentiontoonlineadvertsisrelatedtolowlevelsaliencyfactorsandindividuallevelofgazecontrol AT kennethholmqvist childrensattentiontoonlineadvertsisrelatedtolowlevelsaliencyfactorsandindividuallevelofgazecontrol AT helenasandberg childrensattentiontoonlineadvertsisrelatedtolowlevelsaliencyfactorsandindividuallevelofgazecontrol |