Bader Szabolcs: Facebook Research 2014 - Brightly Labs Summary Using its eye-tracking research, Brightly communications agency analyzed the behavior of Hungarian users on Facebook (in late February, 2014). The special occasion of the research was the 10th anniversary of Facebook, which was also the reason why we, Brightly succeeded to present the results at the AllThingsFacebook conference, as well.

1. A
Brightl La
PRESENTS:
THE BIG
.................
.................
RESEARCH
Wha ar yo lookin a o Faceboo
?
.......................................................................
HOW HUNGARIAN USERS
BEHAVE ON FACEBOOK
.......................................................................
Using its eye-tracking research, Brightly communications
agency analyzed the behavior of Hungarian users on Facebook
(in late February, 2014). The special occasion of the research
was the 10th anniversary of Facebook, which was also the reason
why we, Brightly succeeded to present the results at
the AllThingsFacebook conference, as well.

2. Wha ar yo lookin a o Faceboo
?
Wh di w fee thi researc
importan an neede nowaday?
Despite the fact, that there are already many researches available
on Facebook’s usage, there can be significant differences in the
characteristics typical in different countries.
On the other hand, we didn’t really find any scientific results about ana-lyzing
premium and all of the other advertising forms. These all seemed
to be good causes, to decide to develop an investigation on our own –
and utilizing this we wanted to get answers on how Hungarian users are
behaving at the site after logging in, on a specific brand’s page and after
logging out. (In case any advertisements were placed here).

3. ........................................................................
S‚ le’ se th result – Briefl!
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BEHAVIOR AFTER LOGGING IN
99%
20%
29%
3%
5-9 mp
27%
???
2,5 ---
3,5 mp
The first post is the most visible (99%). Users
usually focus on this content at first, or at
least second eye fixation is located here.
We spend 5-9 seconds viewing the first
post in our news feed.
From the second post on, this overlooking
time is reducing to 2,5-3,5 seconds.
From this second post, our attention changes in
27%, plus or minus: depending on how strongl-y
the picture or the text can grab our attention.
Personal relevance is also a standpoint.
Moving down until the 6th scrolled page, our
ability to process information is damaging by 20%.
The quality of attention is continuously
„scanning”: we only read through posts, we do not
actually read them, thoroughly.
This „scanning” process is becoming slightly
faster while scrolling. At the 6th page it is
29% faster.
While remembering the news feed, we can not
recall the advertisements exactly. Furthermore,
we are not able to distinguish sponsored stories
and advertisements from normal posts.
Advertisements from the right column cannot be
recalled at all, except that 3% of visitors having
strong visual memory.

4. COMPARED TO OTHER FORMS
OF HUNGARIAN MEDIA WE CAN STATE:
THE „SCANNING”
USER BEHAVIOR
ALSO APPEARS ON
WEBSITES. DATAS
SHOW THAT AT
THE 2ND AND 3RD
WEBSITE PAGES
WE SPEND JUST
A LITTLE MORE
TIME (+1-3SECS),
THAN IT HAPPENS
TO BE VALID ON
FACEBOOK.
ON FACEBOOK,
THE ATTENTION ON
THE FIRST POST IN OUR
NEWS FEED IS ALMOST
AS INTENSE, AS IT IS
ON A WEBSITE’S TOP
BANNER (IN CASE OF
FULL PAGE WIDENESS,
90-120PX).
IN ADDITION:
ITS VISIBILITY IS
99%, WHILE IN A
WEBSITE’S CASE IT
IS RECOMMENDED
TO COUNT WITH 30%
BANNER-BLINDNESS.
THE ATTENTION
ON FACEBOOK’S
RIGHT COLOUMN
ADS IS ALMOST
EQUAL TO THE
CLASSIC WEBSITE
ADVERTISEMENTS,
IN TIME.
HOW DO WE BEHAVE ON BRAND PAGES?
Additionally,
we spend more than
a second on studying the
„PICTURES AND VIDEOS”,
„FRIENDS WHO LIKE
THIS PAGE”
and „COMMENTS BY
OTHERS” SECTIONS.
If we want attention
to be quantified, we can
set up the following
sequence:
PICTURES AND VIDEOS 19,6
NUMBER OF LIKES 10,2
FRIENDS 8
LOGO 7,7
1ST POST 6,5
COVER PHOTO 4,7
We are
viewing the
first post more
thoroughly, at the
second post we pay
attention only until
the first-first and
a half line
generally.
We spend
the most time
(while processing
information) on the
cover photo and on
the latest post.

5. WHAT IS THE SITUATION
WITH PAGES AFTER LOGGING OUT?
We were studying the „Jófogás” campaign running in
this area and found that 95% of users could recall the
ads, which were placed here, only 4,5% confused them
with Apród’s commercial, and it was only 0,5% who
could not remember of it at all.
................................................
The data of 44% actually using this logging out surface
also increases the importance of our results.
”an
yo for your attentio!
Based on our research it is literally an exploit,
that you have read through all of this
................................................
Al right reserve©
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Further informatio:
SZABOLCS BÁDER
bader.szablocs@brightly.hu
brightl.h