facebook research 2014 - brightly labs (full presentation)

Mit nézel a Facebookon?

The Big Brightly Research: What are you looking at on Facebook? Báder Szabolcs

Research: What are you looking at on Facebook?

Who are we ? Why did we accomplish this research?

Basics of eye-‐tracking for the interpretaBon

Results of analysis

Conclusion

Who are we? Why did we accomplish this research?

There are significant differences – due to the variant user behaviors – between naBonal and internaBonal researches . What and how are they looking at, on Facebook? •  aKer logging in? •  on brand pages? •  aKer logging out (if ads are placed here)?

In 15 minutes I will have the opportunity to present the essenBals. The whole study soon will be available and also downloadable on Brightly.hu.

Why and where to start?

We are Brightly and we bring succes to the brands. Brightly. Colorfully. Happily. In many, many ways...

We profess, that innovative ideas are not exisBng just to be heard of – but also to be used! That is also the only way we can do our best for the brand, with which’s care we are trusted. As if Facebook is important for them (in 2014 who does not need Facebook?), we have to be able to think with the Facebook users’ mind. We have to be able to see with their eyes.

What is Brightly?

Basics of eye-‐tracking for the interpretaBon

The eye-‐tracking research was performed among 63 parBcipiant. They are users, who •  log in to Facebook at least once a day •  in 92% they are in the age between 25 and 35, •  are acBve internet users.

The main part of the analysis is quanBtaBve. But we also studied their behavior „manually”, independently from this part. Because as we know, the social website works with user-‐segmented communicaBon.

What were we tesBng? •  the new layout aKer logging in •  the old layout aKer logging in •  Mogyi Facebook page (new appearance) •  Peugeot Facebook page (old appearance) •  logged out page with adverBsement

Before we start interpreBng

Looking at this basedball player, Which part grabs women’s

and men’s adenBon?

What eye-‐tracking can show us

Could you guess it? :)

Forrás: http://gurneyjourney.blogspot.hu/2012/03/men-women-and-eyetracking.html

What eye-‐tracking can show us

Usually we read 2 -‐ 6 words within every seconds. But we do not read from leder-‐to leder. FixaBon Bme is between 120 – 1000 ms, It usually can be found between 190 – 400 ms. Our eye does the fixaBon in a half – or 1 degree sized angle. Based on researches, detec%on distance is placed from the fixaBon point 3-‐4 leders far to the leK, and 14-‐15 leders far to the right, while reading (in that case if we are reading leK to right).

3-‐4 words 14-‐15 words

Numbers: with which we can count

0 -‐ 3 s – InteresBng? 3 -‐ 8 s -‐ Usefil? 8 -‐ 15 s -‐ Decision » “I want it/ I will come back later” 15 s -‐ 1 min -‐ 57% found what they were looking for 1 -‐ 5 min -‐ 72% (+15%) found what they were looking for 5 -‐ 15 perc -‐ only 15% stayed on tha page for this long

Numbers: with which we can count

3. s -‐ 6 -‐ 18 words| 12 words 8. s -‐ 16 -‐ 48 words | 26 words 15. s -‐ 30 -‐ 90 words| 60 words 1. min-‐ 57% » 120 -‐ 360 words | 240 words

Results of analysis

AKer logging in

AKer logging in and scrolling

Studied areas

1

2

3

4

5

6

1

2 4

3

5 2b

The two types of “discovery” routes while using the social website

• The informaBon processing in posts decreases in 20% • Our adenBon changes in 27% during reading posts, plus or minus: depending on how strongly the picture or the text can grab our adenBon. Personal relevance is also a standpoint.. AKer this engagement an acBon will happen (click, like..).

• The quality of adenBon is conBnuously „scanning” (gepng back to this topic later), it does not change with Bme either.

• This „scanning” process is becoming slightly faster while scrolling. At the 6th page it is 29% faster.

Bme period number of fixaBons average length of fixaBon

Time period (sec) Average length of fixaBon (ms)

Facebook post 1.8 – 3.3 0.2 – 0.21

Facebook adverBsement 0.4 – 1.4 0,19 – 0.21

Facebook Page Header 6.5 (3.5) 0.2 – 0.21

News site arBcle lead 0.35

News site arBcle text 0.3

News site landing page (highlighted arBcles on the leK) 7 0.32

News site landing page (highlighted arBcles on the right) 7 0.32

News site right-‐coloumned adverBsement 0.8 – 1.1 0.25-‐ 0.28

News site 2nd screen 13-‐14 0.295 – 0.323

Facebook 2nd screen 15 0.2 – 0.21

News site 3rd screen 18 -‐20 0.295 – 0.323

Facebook 3rd screen 21 0.2 – 0.21

Link collector page 1.5 -‐ 3 0.327 (0.4 + » 0.623!)

E-‐commerce website (lead collector) 16 – 19 0.25 – 0.28

Newsleder: e-‐commerce 28 0.28 – 0.29

Top – Banner / news website 6 – 9 0.3 – 0.31

FB ads on logged out page 4 (-‐8.5) 0.19 – 0.21

1

2 4

3

5

Visibility and discovery

DistribuBon of adenBon

Facebook -‐ Peugeot Hungary

1

2

3 4

7 6

5

14 9

10

12

11 8

13

15

Discovery route

InformaBon “processing” Bme (sec)

2,78

0,42 1,01 0,35

4,43 1,01

0,59

0,42 0,43 0,35

0,93 1,15 0,36 0,34

0,36

How strongly it grabs adenBon

4,7

8

6,5 2,54

0,59

7,7 9,1 8,1

9,4 19,6 10,2 8 3,5

2,4

1,8

12

4,3

18

7,7

4,9

4

1,8

Analyzing the logging out page

Visibility

Picture About Logo Page’s name Pop-‐up message

Period of Bme


Fixations


Conclusion

We were studying the „Jófogás” campaign running in this area and found that 95% of users could recall the ads, which were placed here, only 4,5% confused them with Apród’s commercials, and it was only 0,5% who could

not remember of it at all.

Except the above menBoneds, users usually could not remember the Facebook adverBsements (only 3%), posts were totally mixed up e.g. with page recommendaBons (they could not recall, which content was ad, and

which was not).

AdverBsements

Thank you for your adenBon! The enitre study is soon going to be downloadable! :)

facebook research 2014 - brightly labs (full presentation)

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