@INPROCEEDINGS{DumaisBuscher10_gazeDiffs,
  author = {Susan T. Dumais and Georg Buscher and Edward Cutrell},
  title = {Individual differences in gaze patterns for web search},
  booktitle = {IIiX '10: Proceeding of the third symposium on information interaction
	in context},
  year = {2010},
  pages = {185--194},
  address = {New York, NY, USA},
  publisher = {ACM Press},
  abstract = {We investigate how people interact with Web search engine result pages
	using eye-tracking, to provide a detailed understanding of the patterns
	of user attention. Previous research has examined the visual attention
	devoted to the 10 organic search results, and we extend this by also
	examining how gaze is distributed across other components of contemporary
	search engines, such as ads and related searches. This provides insights
	about searcher's interactions with the "whole page", and not just
	individual components. In addition, we used clustering techniques
	to identify groups of individuals, with distinct gaze patterns. The
	groups varied in how exhaustively they examined the search results
	and in what regions of the search result page they paid most attention
	to (organic results vs. ads). These results further our understanding
	of how attention is distributed across increasingly complex search
	result pages, and how individuals exhibit distinct patterns of attention
	and interaction.},
  doi = {http://doi.acm.org/10.1145/1840784.1840812},
  isbn = {978-1-4503-0247-0},
  location = {New Brunswick, New Jersey, USA}
}