Study on Eye Tracking Technique:
Do digital media influence reading
comprehension?
Bing Zhang
Elena Añaños
, 24-25 April 2014
Contents
Introduction
Methodology
Data analysis
Conclusions 4
1
2
3
2 Zhang, Bing & Añaños, Elena (2014)
Hot Tip
Digital reading has become an important means of reading
3 Zhang, Bing & Añaños, Elena (2014)
Introduction
Digital
reading
Reading based on a variety of electronic
media terminal, such as electronic paper
book, Tablet PC, personal computers, smart
phones, smart TV,
Reading will lose its original depth
that leads to fragmentation, one-
dimensional and entertainment
"shallow reading"
Discussion
Argument
4 Zhang, Bing & Añaños, Elena (2014)
Introduction
Paper reading Digital reading
Screen based
Popular now
interactivity, non-linearity,
immediacy of accessing
information, and the
convergence of text and
images, audio and video
• Books, newspapers, magazines…
Based on paper
Normal reading 5 years ago
Easy and not too many choice
Comparison between digital reading and paper reading
5 Zhang, Bing & Añaños, Elena (2014)
Methodology
6 Zhang, Bing & Añaños, Elena (2014)
Methodology
7 Zhang, Bing & Añaños, Elena (2014)
Data analysis
The study of heat maps
8 Zhang, Bing & Añaños, Elena (2014)
PAPER DIGITAL
Data analysis
The study of visual attention
Fixation durations (Seconds spent in digital and paper reading = times with Fixations)
9 Zhang, Bing & Añaños, Elena (2014)
ANOVA
p = .334 > 0.05
NS
76,00
78,00
80,00
82,00
84,00
86,00
88,00
90,00
92,00
Digital Paper
Digital
Paper
Data analysis
The study of visual attention
Fixation number (average in each support)
10 Zhang, Bing & Añaños, Elena (2014)
ANOVA
p = .000 < 0.05
Significance!
-
50,00
100,00
150,00
200,00
250,00
300,00
350,00
Digital Paper
Digital
Paper
Data analysis
Digital reading orbit
11 Zhang, Bing & Añaños, Elena (2014)
Data analysis
The study of comprehension (%)
12 Zhang, Bing & Añaños, Elena (2014)
51,0
52,0
53,0
54,0
55,0
56,0
57,0
58,0
59,0
Digital Paper
Digital
Paper
ANOVA
p = .449 > 0.05
NS
Conclusions
Significant difference in hot spot map: GH
No significant difference in fixation duration: H1
Big significance in fixation times: H1
No significant differences in Comprehension rate: H2
13 Zhang, Bing & Añaños, Elena (2014)
Digital Media dosen’t influences
reading conprehension!!!!
Some References
Añaños, E. (2011). Visual impact and eye fixation of non conventional advertising (NCA) on television among young people and the elderly. Quaderns del CAC, 37 (XIV), (2), 77-88. Retrieved the 25th of February of 2014 from: http://www.cac.cat/pfw_files/cma/recerca/quaderns_cac/Q37_Ananos_EN.pdf
Añaños, E. & Astals, A. (2013). ¿Imagen o texto? El poder de captar la atención de los
elementos gráficos analizado con el Eye Tracker. Gráfica, 1 (2), 87-98. Retrieved the 25th of
February of 2014 from: http://revistes.uab.cat/grafica/article/view/v1-n2-ananos
Birkerts, S. (2006). The Gutenberg elegies: The fate of reading in an electronic age. London:
MacMillan.
Yuan,Z. & Zhang,M. (2011), Eye tracking analysis of Mobile newspaper advertising.
Science-Technology and Publication, 8 (8), 68-71.
14 Zhang, Bing & Añaños, Elena (2014)
Acknowledgment!
Min Zhang
University of Shangai
for Science and Technology
Thank You for your
attention!