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February 20122011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary   1
…                                                   … The VISUAL ATTENTION patterns              Playlist pages are visu...
Study Objective• A comparison-test of the two music services Spotify and Rdio• The test was set up to look at the two serv...
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary   4
Less attention                                          More attention                Heat maps are used within eye tracki...
More attention                                    Less attention               An opacity map is a visualization tool     ...
13 %33 %                                 29 %                                                        5%                   ...
0.5 s1.1 s                                      1.3 s                                                         1.2 s       ...
7.3 s3.9 s                                   2.4 s                                                           2.8 s        ...
95                                           4                                                                            ...
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary   11
Less attention                                            More attention                 Heat maps are used within eye tra...
More attention                                       Less attention               An opacity map is a visualization tool  ...
13%21 %                                                                                                   5%              ...
1s0.6 s                                                                                                       8.6 s       ...
3.3 s1s                                                                                                     1.4 s         ...
7                                                                                                                         ...
54%                                                                   47% 47%                                             ...
41%                        41%                     36%        35%                                       20%               ...
52%                                                                                                                     61...
39%               38%               Rdio                                     37%   35%                                    ...
?18%                                                                                                  26%          7%     ...
Study Details                                                        53%                                                  ...
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Spotify vs. Rdio

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Transcript of "Spotify vs. Rdio"

  1. 1. February 20122011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 1
  2. 2. … … The VISUAL ATTENTION patterns  Playlist pages are visually  Little focus on the right column for both services are distinct distinct. Respondents usually with Facebook list (Spotify) and and show clear areas where start off centrally and move information (Rdio) respondents focused upwards A clear heat map indicates an  Visually both services  Low focus on these areas easy to interpret design and perform similar potentially risks low awareness of layout the features offered 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2
  3. 3. Study Objective• A comparison-test of the two music services Spotify and Rdio• The test was set up to look at the two services’ visual performance on starting pages and playlists• Test conducted monadic, i.e. respondent saw and evaluated one of the services 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 3
  4. 4. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 4
  5. 5. Less attention More attention Heat maps are used within eye tracking to visualize the most viewed areas in a simple and intuitive way. The most colorful areas mark what is most interesting.2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 5
  6. 6. More attention Less attention An opacity map is a visualization tool used within eye tracking to show the most viewed areas of a picture, like a peephole. The transparent areas show what is most interesting.2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 6
  7. 7. 13 %33 % 29 % 5% 92 % 48 % 100 % 52 % 96 % 75 % 63 % 67 % 58 % 95 % 38 % 42 % 24 % 8% 10 % Illustration shows average percent of respondents that saw each Area of Interest 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 7
  8. 8. 0.5 s1.1 s 1.3 s 1.2 s 2.1 s 1s 4s 1.6 s 3.4 s 1.2 s 2.2 s 0.9 s 1.8 s 3.7 s 0.8 s 0.9 s 0.8 s 0.4 s 0.3 s Illustration shows average time on each Area of Interest in seconds 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8
  9. 9. 7.3 s3.9 s 2.4 s 2.8 s 1.3 s 4.3 s 0.4 s 3.8 s 1.9 s 4s 2s 5.4 s 4.8 s 1.2 s 5.3 s 4.8 s 7.3 s 8.8 s 9.6 s Illustration shows average time to first fixation on each Area of Interest in seconds 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 9
  10. 10. 95 4 3 1 5 3 4 2 6 1 7 7 8 2 6 8 10 9 Illustration shows the fixation order, which is based on time to first fixation. “1” is the area the average respondent looks at first, “2” is the second area and so on 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10
  11. 11. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 11
  12. 12. Less attention More attention Heat maps are used within eye tracking to visualize the most viewed areas in a simple and intuitive way. The most colorful areas mark what is most interesting.2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 12
  13. 13. More attention Less attention An opacity map is a visualization tool used within eye tracking to show the most viewed areas of a picture, like a peephole. The transparent areas show what is most interesting.2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 13
  14. 14. 13%21 % 5% 29 % 79 % 83 % 90 % 57 % 75 % 48 % 100 % 95 % 52 % 38 % 79 % 24 % 5% Illustration shows average percent of respondents that saw each Area of Interest 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 14
  15. 15. 1s0.6 s 8.6 s 0.9 s 1.8 s 1s 4.8 s 1s 2.5 s 1.4 s 2.9 s 2.9 s 0.8 s 0.7 s 2.1 s 1.1 s 0.2 s Illustration shows average time on each Area of Interest in seconds 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 15
  16. 16. 3.3 s1s 1.4 s 5.7 s 2.8 s 2.9 s 1.2 s 3.7 s 1.5 s 2.1 s 1.4 s 2.1 s 3.2 s 4 s 3.3 s 3.6 s 0.4 s Illustration shows average time to first fixation on each Area of Interest in seconds 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 16
  17. 17. 7 31 8 4 5 2 8 3 4 2 5 6 9 6 7 1 Illustration shows the fixation order, which is based on time to first fixation. “1” is the area the average respondent looks at first, “2” is the second area and so on 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 17
  18. 18. 54% 47% 47% Rdio 48% Spotify 34% 28%28% 27% Rdio 23% 19% 20% Spotify 13% 5% 4% 1% 1% 1% 1% 0% 0% 0% 0% 0% 1%Excellent Good Average Poor Very Poor Undecided Excellent Good Average Poor Very Poor Undecided 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 18
  19. 19. 41% 41% 36% 35% 20% Rdio 16% Spotify 5% 3% 2% 1% 0% 0%Excellent Good Average Poor Very Poor Undecided 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 19
  20. 20. 52% 61% 46% 48% 31% 26% Rdio Rdio 27% Spotify Spotify 21% 19% 15% 10% 11% 8% 9% 4% 4% 3% 2% 4% 1% Strongly Disagree Undecided Agree Strongly Strongly Disagree Undecided Agree StronglyDisagree Agree Disagree Agree 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 20
  21. 21. 39% 38% Rdio 37% 35% Spotify 17% 14% 8% 7% 4% 1% Strongly Disagree Undecided Agree Strongly Disagree Agree2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 21
  22. 22. ?18% 26% 7% 5% 6% 3% 4% 1%Web Unlimited Unlimited Family Dont know Premium Unlimited Free (with ads) Dont know 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 22
  23. 23. Study Details 53% 50% 50% 47% 34%Stimuli time: 10 s 30% RdioResearch date: 24th of February 2012 21% 21% 20% 18% SpotifyRespondents: 16% 14% 30 quality eye tracking 12% 12% recordings 1% 1% Female Male 18-24 25-34 35-44 45-54 55-64 65+Methodology Sample Webcam Eye Tracking Stimulus  Respondents are recruited from web  Respondents are asked to provide  The stimulus is presented on the panels and represent the target their permission to give access to screen and the respondent’s gaze is group. their webcam during the short recorded and measured. session when the stimulus is shown.  Respondents are rewarded for their  The stimulus is followed by follow up participation by the panel company. questions. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 23
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