An exploration into differences in eye movements between
consumers searching for product information and
consumers searching for product transactions using
Google, MSN (now Windows Live Search), Ilse, Kobala, and
Lycos. This report contains the results of an
eyetracking study by Search Engine Media Agency Checkit
and Market Research Agency De Vos & Jansen concerning
the viewing habits of consumers for search engines. It
turns out that consumers searching the internet in order
to make a transaction view a larger number of search
results and are more influenced by branding than
consumers searching for information. pdf