American users remain on the page for around ten seconds before navigating away. In contrast, Chinese users' heat maps look like a hot mess. Chinese users spent between thirty and sixty seconds on the search page, their eyes darting around almost all the results as they clicked promiscuously. Eye-tracking maps revealed a deeper truth about the way both sets of users approached search. Americans treated search engines like the Yellow Pages, a tool for simply finding a specific piece of information.
Nov-15-2021, 20:25:50 GMT