2011-12-29: In our new study for Mashable, we at EyeTrackShop took a look at how users view the new and old versions of social media pages differently. In the study we compared the old Facebook profile page with the new timeline, as well as the new and old profile pages for Myspace and Twitter.
Pictures and personal information get most of the attention, ads the least – Some key learnings:
- The average viewer starts out by looking at the profile picture. What is more, not only is the profile picture noticed first, compared to the rest of the content on the page, it gets a ton of attention.
- After having looked at the profile picture, the average viewer shifts his/her gaze upwards to the cover photo and then down again to the area with the summary of the user’s “personal information”: latest pictures, likes, where the user works and have been studying etc. The average respondent spent most of his/her time here: 2.5 seconds.
Then, the average viewer shifts his/her gaze upward again, focusing on the small timeline section to the right, and then finally shifts the gaze down to the new facebook wall, with the two columns. (S)he spends slightly above 2 seconds on the wall.
- The ads to the right are only noticed by 23 % of the respondents, and they spend only half a second on the ads.