Optimizing Fixation Filters for Eye-Tracking on Small Screens.

ABSTRACT: The study of consumer responses to advertising has recently expanded to include the use of eye-tracking to track the gaze of consumers. The calibration and validation of eye-gaze have typically been measured on large screens in static, controlled settings. However, little is known about how precise gaze localizations and eye fixations are on smaller screens, such as smartphones, and in moving feed-based conditions, such as those found on social media websites. We tested the precision of eye-tracking fixation detection algorithms relative to raw gaze mapping in natural scrolling conditions. Our results demonstrate that default fixation detection algorithms normally employed by hardware providers exhibit suboptimal performance on mobile phones. In this paper, we provide a detailed account of

SUBMITTER: Trabulsi J 

PROVIDER: S-EPMC8606821 | biostudies-literature | 2021

REPOSITORIES: biostudies-literature