Table 4.
Logistic regression models of clicks on individual standard web results and on individual ads in cases where the information box (info box) was shown.
| Characteristics | Standard web results (n=23,776), ORa (95% CI) | Ads (n=16,667), OR (95% CI) | |
| Info box | |||
|
|
Info box shows related conditions | 1.281 (1.053-1.557) | 1.331b (1.107-1.599) |
| Info box shows related searches | 0.985 (0.839-1.156) | 0.634b (0.559-0.718) | |
| Info box’s reading ease | 0.997 (0.994-1.000) | 0.996b (0.994-0.998) | |
| Page | |||
|
|
Ad’s rank | 1.007 (0.983-1.031) | 0.988 (0.973-1.005) |
| Number of ads shown | 1.015 (0.998-1.032) | 1.058b (1.031-1.086) | |
| Number of itemized web results shown | 0.989 (0.956-1.023) | 0.928 (0.874-0.984) | |
| Number of standard web results shown | 0.901b (0.884-0.918) | 0.881b (0.862-0.901) | |
| Time spent on ads | 1.009b (1.005-1.013) | 0.999 (0.994-1.003) | |
| Time spent on info boxes | 0.995 (0.989-1.000) | 0.996 (0.988-1.003) | |
| Time spent on itemized web results | 0.997 (0.990-1.004) | 1.007 (0.999-1.016) | |
| Time spent on standard web results | 0.992 (0.986-0.997) | 1.004 (0.999-1.009) | |
| Standard web result or ad | |||
|
|
Type of information (informational) | 0.789b (0.693-0.899) | 0.905 (0.785-1.044) |
| Reading ease of elements | 1.000 (0.999-1.002) | 1.002 (1.000-1.004) | |
| Time spent on standard web results or ads | 1.023 (1.005-1.041) | 1.005 (0.999-1.009) | |
aOR: odds ratio.
bRatios are statistically significant (at P<.05, with Bonferroni correction).