Mobile app: evidence from eye-tracking and neurophysiological measures

Mobile applications represent a digital environment where users can interact with heterogeneous content and advertising stimuli. In this study, we focused on the impact on the user of the content category, considered in three macro-themes (current news, health, and environment), and the features of animation and interactivity in the ad stimulus. Eye-tracking (number-offixations, time-to-first fixation) and autonomic parameters were considered to assess attentional processes, cognitive workload, and arousal. Subjects (n = 18) used an app programmed by the research team, exposing themselves to different content categories while randomised ad stimuli were occurring. Ad stimuli were 4, obtained by considering animation and interactivity. Results showed higher visual attention, in terms of number-of-fixations, towards animated stimulus, confirming the effectiveness of animation. Conversely, animated-interactive stimuli seemed to have elicited a visual-avoidance behavior. Furthermore, higher SCR was observed in health and current news content. Insights regarding user experience and communication efficacy are derived and discussed.