Strategy and style in attention to television

Hawkins, Robert P.; Pingree, Suzanne; Bruce, Lisa; Tapper, John

doi:10.1080/08838159709364404

Cited by 24 publications

(26 citation statements)

References 20 publications

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“…For the television, 46.2 percent of gazes were <1.5 seconds, with 75.8 percent of gazes lasting <5 seconds and 86 percent lasting <10 seconds. These numbers match quite closely with the short gaze benchmarks established for television content in Hawkins et al 10,11 Although gazes on the computer were also heavily biased toward shorter looks, their distribution was more dispersed: 22.6 percent of computer gazes were <1.5 seconds, 49 percent were <5 seconds, and 64.5 percent were <10 seconds. Compared to television, computer attention also had a larger portion of extended gazes: 7.4 percent of gazes to the computer lasted longer than 60 seconds, whereas only 2.9 percent of television gazes broke the 1-minute barrier.…”

Section: Does Visual Attention Differ For the Computer Versus The Telsupporting

confidence: 67%

“…In a study of gaze duration during television viewing, Hawkins et al 10 showed a strong peak of gazes lasting around 1.5 seconds, with a median gaze duration of under 2 seconds. This would place the majority of gazes into their monitoring (defined as quick glances of 1.5 seconds or less, to confirm prior schematic expectations) and orienting (defined as establishing gazes of 1.5 to 5 seconds, to identify characters and action) categories, both of which feature little active cognition, conscious insight, or depth of processing.…”

Section: Introductionmentioning

confidence: 99%

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Media Multitasking Behavior: Concurrent Television and Computer Usage

Bräsel

Gips

2011

Cyberpsychology, Behavior, and Social Networking

228

131

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Changes in the media landscape have made simultaneous usage of the computer and television increasingly commonplace, but little research has explored how individuals navigate this media multitasking environment. Prior work suggests that self-insight may be limited in media consumption and multitasking environments, reinforcing a rising need for direct observational research. A laboratory experiment recorded both younger and older individuals as they used a computer and television concurrently, multitasking across television and Internet content. Results show that individuals are attending primarily to the computer during media multitasking. Although gazes last longer on the computer when compared to the television, the overall distribution of gazes is strongly skewed toward very short gazes only a few seconds in duration. People switched between media at an extreme rate, averaging more than 4 switches per min and 120 switches over the 27.5-minute study exposure. Participants had little insight into their switching activity and recalled their switching behavior at an average of only 12 percent of their actual switching rate revealed in the objective data. Younger individuals switched more often than older individuals, but other individual differences such as stated multitasking preference and polychronicity had little effect on switching patterns or gaze duration. This overall pattern of results highlights the importance of exploring new media environments, such as the current drive toward media multitasking, and reinforces that self-monitoring, post hoc surveying, and lay theory may offer only limited insight into how individuals interact with media.

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Section: Does Visual Attention Differ For the Computer Versus The Telsupporting

confidence: 67%

Section: Introductionmentioning

confidence: 99%

Media Multitasking Behavior: Concurrent Television and Computer Usage

Bräsel

Gips

2011

Cyberpsychology, Behavior, and Social Networking

228

131

View full text Add to dashboard Cite

show abstract

“…Most fell between 1 and 5 seconds. The gaze episodes on the TV are dramatically shorter than Hawkins et al [1997] found in 1997. In their findings, the average look at television is about 7 seconds with a median length of just under 2 seconds.…”

Section: Discussionmentioning

confidence: 62%

“…Furthermore, viewers quickly adopted coping strategies to direct their attention among the many pictures. Hawkins et al [1997] found the average look at television is about 7 seconds, with the median length of a gaze less than 2 seconds. They argue that very short looks (less than 1.5 seconds) probably reflect an active, informed monitoring of content and that while these looks may be too brief to capture much information, the "checking in" is useful to someone familiar with the plot.…”

Section: Television Studiesmentioning

confidence: 97%

Visual attention to television programs with a second-screen application

Holmes

Josephson

Carney

2012

Proceedings of the Symposium on Eye Tracking Research and Applications

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This study examined participants' visual attention via eyemovement patterns as they watched two television shows-one a drama, the other a documentary-while interacting with synchronized second-screen applications introduced in spring 2011. The second screen garnered considerable visual attention, about 30% of the total viewing session. Visual attention went to the tablet screen even without a recent "push" of interactive content and without advertising content on the TV screen. However, interactive content and TV advertising did trigger more attention to the tablet app. The presence of the second screen also dramatically decreased the average gaze length on TV as described in previous research. Introduction / OverviewThe first wave of tablet applications synchronized to TV program content-such as iPad apps for ABC's Grey's Anatomy and Fox Network's Bones-became available in spring 2011. These second-screen applications are intended to enhance the viewer's experience by providing additional show-related information, access to social networks to support "social viewing," and interactive experiences synchronized to program content such as polls or quizzes. These apps are designed to enhance viewing but multiple screens must compete for attention. Designers face a huge challenge. If attention is not appropriately directed between screens, the tablet could diminish rather than enhance engagement with the program. Conversely, the TV could distract from time-sensitive, interactive content on the second screen.A two-screen experience while watching television is not a totally new or unusual situation. Nielsen data from the first quarter of 2010 [Nielsen 2010] showed that nearly 60% percent of people were watching TV and using the Internet simultaneously. Many of these consumers were using social media. Nielsen pointed out that content producers of television are seeking ways to deepen engagement with audiences at a time when consumers are more sophisticated than ever about avoiding advertising messages.This study examined participants' visual attention via eyemovement patterns as they watched two television shows-one a drama, the other a documentary-while interacting with second-screen applications.

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“…For example, Hawkins, Pingree, Bruce, and Tapper (1997) proposed a model of attention to media messages, specifically television, according to how long people gaze at it, that is, a single continuum that varied by number of seconds people attend to a message on the TV screen. They then divided the distribution of seconds into Downloaded by [George Mason University] at 02:13 14 June 2016 POTTER neighborhoods, each with its own name: monitoring, orienting, engaged, and staring.…”

Section: Delineating Exposure and Attentionmentioning

confidence: 99%

The Importance of Considering Exposure States When Designing Survey Research Studies

Potter

2008

Communication Methods and Measures

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Strategy and style in attention to television

Cited by 24 publications

References 20 publications

Media Multitasking Behavior: Concurrent Television and Computer Usage

Media Multitasking Behavior: Concurrent Television and Computer Usage

Visual attention to television programs with a second-screen application

The Importance of Considering Exposure States When Designing Survey Research Studies

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