Neuroscientists have discovered that smartphone users spend between 200 and 800 milliseconds looking at adverts, with interstitial content faring marginally better than banner ads. The results were described as "insignificant". A study by the University of Washington found that people are more likely to look away from a mobile advert if they see it on their phone rather than in person.
Neuroscientists have discovered that smartphone users spend between 200 and 800 milliseconds looking at adverts, with interstitial content faring marginally better than banner ads. The results were described as "insignificant". Researchers used eye tracking software to create "heat maps" and found that, despite clear ads, users simply skipped over them, with longer viewings down to the search for "the cross which closes them".