Download - Age-Related Differences in Search Strategy and Performance When Using a Data-Rich Web Site
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1
Age-Related Differences in Search
Strategy and Performance When Using
a Data-Rich Web Site
Erica L. Olmsted-Hawala, U.S. Census Bureau; Jennifer Romano Bergstrom, Fors Marsh Group;
Wendy A. Rogers, Georgia Institute of Technology
HCII July 24, 2013
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What We Studied • How adults search for information on a Web site
• Whether age-related differences between younger, middle-age, and older adults actually exist
• Identify any performance or strategy differences
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Why?
• Understand the nature
of the difficulties people
have in order to provide
guidance for Web site
design and training
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Conclusion Preview
• With a more cognitively challenging search
task, age-related differences are apparent
• Online data tables are difficult for all age
groups
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Agenda
Methods
Findings
Conclusions
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Agenda
Methods
Findings
Conclusions
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Methods
• 61 participants in Metro DC area
• Each session was eye tracked
• Three age groups
– Young adults ages 18-28
– Middle-age adults ages 40-51
– Older adults ages 65-76
• Worked in silence
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Internet Experience
Age group Significance
Younger Middle-age Older
Ease in learning to use
new Web sites* 1.5 1.4 2.3 F (2,53)=6.08, p<.01
Ease in using the
Internet* 1.1 1.2 1.4 F (2,53)=2.93, p=.06
*Scale: 1 (Not difficult at all) – 5 (Extremely difficult).
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Example Tasks
• Easy task: You want to learn more about Maryland, and specifically about how many people live there. How many people live in Maryland?
• Hard task: You are working on a project that involves work environments in the US, and you are interested in the history of coal mining. How many coal mining companies were in the US in 2007?
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Usability Metrics
• Accuracy
– Percent of users who successfully completed
task
• Efficiency
– Mean time to make first click
– Mean time to complete task
• Successful completes only
– Mean number of clicks to complete task
• Successful completes only
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Eye-tracking Metrics
• Eye movement patterns in pre-
defined Areas of Interest (AOIs)
• Total number of fixations
– Do participants look at correct
area of the screen?
• Total number of unique visits
– Do participants re-check the
correct answer before deciding it
was correct?
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Agenda
Methods
Findings
Conclusions
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Hard Task Performance Measure
0 20 40 60 80
Younger
Middle-Age
Older
Accuracy by age group
Accuracy by age group
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Efficiency
• Easy task: No age related differences
• Hard task:
– Older adults took longer to make the first click
when initially starting their task
– No age related differences in how long it took
to complete the task
– No age related difference in number of clicks
to the answer page
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p<.05
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Eye tracking
• Easy task start page – No age-related differences in where participants
looked on main page on AOIs
– No age-related differences in how many times participants re-checked the AOI before making a click
• Easy & Hard task answer page – No age related differences in where participants
looked
– No age related differences in how many times participant re-checked their answer • All participants re-checked!
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Agenda
Methods
Findings
Conclusions
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Limitations
• Measures were on successful completions
only
• Fewer older adults made it to the correct
answer page (17 younger adults vs 9 older
adults)
• Older adults that made it to the end of the
task may have been higher functioning
than average older adults
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Conclusions
• More cognitively challenging tasks indicate
some age related differences
• Number of clicks and time to complete
tasks -- with a larger user group
differences might be apparent
• Eye tracking (as measured by number of
fixations in AOIs) did not differ by age
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Future Work
• Additional analyses on eye-tracking
patterns for unsuccessful searchers to
understand their performance difficulties
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Future of Data Tables
• Putting complex data tables online appears to cause usability issues for all age groups (they all re-check their answers)
• When displaying complex data online should consider new ways to
visualize
– Simplified interface
– Reduced distracters
– Access to apps