Table 2.
Average fixation durations (ms), average number of fixations and average saccade amplitude (degrees of visual angle) by task, the animation and banner location for the 13 participants who reported that they were not affected by the advertisements.
| Animation | Distance of the banner | |||||
|---|---|---|---|---|---|---|
| Near (0 px) | Intermediate (40 px) | Far (80 px) | Means | |||
| Fixation duration (ms) | Reading-for-comprehension task | Dynamic | 207 (36) | 196 (30) | 187 (38) | 197 |
| Static | 200 (32) | 196 (41) | 212 (32) | 203 | ||
| Word-search task | Dynamic | 199 (30) | 202 (25) | 199 (43) | 200 | |
| Static | 196 (36) | 193 (30) | 190 (27) | 193 | ||
| Means | 201 | 197 | 197 ms | |||
| Number of fixations | Reading-for-comprehension task | Dynamic | 229 (93) | 179 (88) | 179 (78) | 196 |
| Static | 232 (80) | 204 (70) | 203 (66) | 213 | ||
| Word-search task | Dynamic | 241 (98) | 243 (93) | 238 (79) | 241 | |
| Static | 169 (98) | 143 (82) | 165 (97) | 159 | ||
| Means | 218 | 192 | 196 | |||
| Saccade amplitude (° of visual angle) | Reading-for-comprehension task | Dynamic | 3.8° (1.2) | 4.1° (1.2) | 3.9° (1.5) | 3.9° |
| Static | 3.6° (0.8) | 3.6° (0.7) | 3.6° (0.8) | 3.6° | ||
| Word-search task | Dynamic | 3.9° (0.8) | 3.8° (0.8) | 4.1° (1.3) | 3.9° | |
| Static | 3.7° (0.8) | 4.4° (1.5) | 3.9° (1.2) | 4.0° | ||
| Means | 3.8° | 4.0° | 3.9° | |||
Standard deviations are given in brackets.