Abstract
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.
Highlights
Current media research indicates that Swedish 9year-old children spend about one hour online every day (Medierådet, 2013; Nordicom, 2013)
The results reported contain some descriptive statistics of levels of visual saliency found in online adverts
Several of the measures of visual saliency employed in this study proved to have a significant effect on children’s visual attention to internet adverts
Summary
Current media research indicates that Swedish 9year-old children spend about one hour online every day (Medierådet, 2013; Nordicom, 2013). This average statistic is likely to be representative of this particular population, research shows that there is quite a lot of variability around this central tendency. Heavy internet usage is defined as more than 3 hours of daily internet use. Similar internet usage patterns are found in all Nordic countries
Sign-in/Register to view highlights & summary Sign-in/Register to access full text options 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
