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Understanding search behaviour on mobile devices

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Figure

Figure 2.1: An eye tracker to record users’ gaze data (the image from from Seeing-machines).
Figure 2.2: The heat-map of Google’s golden triangle from Hotchkiss et al. [2005]:users’ eye fixations exhibits a triangle shape around the top ranks.
Figure 2.3: The heat-map of F-shaped pattern from Nielsen [2006]: users tend tomake a horizontal movement at the upper part of the contents in reading web pages,and then exhibit other horizontal movement again after moving down the page a bit.The vertical movements converged on the left side of contents.
Figure 2.5: Examples of the depth-first strategy (top): a user follow a promising linkimmediately, and mixed strategy(bottom): a user reads ahead, but to a small extent.
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Outline

Standard SERPs Manipulated SERPs Mobile web search Summary Conclusions and future work User study Limitations Search behaviour User preference and post-experiment questionnaire

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