Neuromarketing study: Social Media vs TV

NeuroFocus – neuromarketing company, released summary results of a study that compared the performance of the same ad run on television and on two Internet websites: Facebook and a website controlled by the advertiser.

Top findings are:

* Highest overall effectiveness for the ad, especially with women: Facebook
* Purchase intent generated by the ad: highest on both Facebook and TV
* Messaging carried by the ad strongest on: Internet platform, with Facebook stronger than website
* Highest attention-getter: Internet
* VISA brand perception lifted most strongly: TV

source: PR Newswire

You can see tested commercial “VISA – Trip For Life,” in video below:

Visa “Trip for Life” TV Spot from VisaGoWorld on Vimeo.

Study: Scrolling and Attention on the Website

Jakob Nielsen’s Alertbox conducted a broad eye tracking study of user behavior across a wide variety of sites. Jacob Nilesen wrote:

“To investigate whether the “fold” continues to be relevant, I analyzed parts of the study with a total of 57,453 fixations (instances when users look at something on a page, typically for less than half a second).”

Key findings are:

Web users spend 80% of their time looking at information above the page fold. Although users do scroll, they allocate only 20% of their attention below the fold.

eyetracking scrolling

I recommend to read all about this study on Jacob Nielsen’s Alertbox.