Eye-Tracking Chinese Users - Results
A part of a series measuring search behaviour in China, Searchengineland.com have released the findings of a study on Eye-Patterns of Chinee Internet users.
The results are interesting:
1. North American Internet Users focus on the top-right of an ordered list (in this case, a Google web search), while Chinese Internet users are less biased towards the top-left, and survey a greater number of results. [Of Yahoo, MSN and Google in North America, I understand Google users show the most concentration in the top-left of the screen.]
2. Chinese Internet users find what they want in around 30 seconds using Google, compared to 8-10 seconds for North Americans. Familiarity with processing Chinese writing is postulated as a possible reason for this (identifying keywords is slower).
3. With Google, Chinese Internet users took around 30 seconds to find a result. With Baidu that time was extended to 55 seconds. With Google most users didn't scan below the fourth listing, with Baidu they went to the bottom of the page. Baidu's paid listings, and time spent sorting-out the sponsored results, may be a cause of this.
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