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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.

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