Table 2.
Proportion of fixations on different types of information within navigation and extra information pages (standard deviations are in parentheses).
| Type of Information | Navigation pages (N = 74,034) |
Extra information pages (N = 7801) |
|---|---|---|
| Picture of product | 19.07% (8.90%) | 13.83% (8.92%) |
| Title of product | 18.96% (6.88%) | 4.41% (4.89%) |
| Price of product | 3.07% (2.23%) | 1.16% (1.81%) |
| Deals and offers | 4.10% (3.28%) | 2.58% (2.59%) |
| Products in basket | 4.06% (4.60%) | 12.77% (17.17%)a |
| Total price of basket | 0.58% (1.17%) | 2.48% (3.33%) |
| Nutrition | 4.17% (4.78%) | |
| Ingredients | 3.30% (5.81%) | |
| Allergy information | 2.97% (6.75%) | |
| Traffic light information | 1.90% (2.15%) | |
| Vegetarian/vegan logo | 0.56% (0.87%) | |
| Recycling information | 0.09% (0.42%) |
Note: Percentages do not add to 100%, as participants also looked at other areas on the screen (such as list of virtual departments at the top of the screen).
a
One participant looked at the products in their basket while viewing the extra information pages more than 3 SD longer than the mean. The group mean excluding this participant was M = 10.59, SD = 13.37.