Increasing the user's attention on the web: using implicit interaction based on gaze behavior to tailor content

The World Wide Web has evolved into a widely used interactive application platform, providing information, products, and services. With eye trackers we envision that gaze information as an additional input channel can be used in the future to adapt and tailor web content (e.g., news, information, ads) towards the users' attention as they implicitly interact with web pages. We present a novel approach, which allows web content to be customized on-the-fly based on the the user's gaze behavior (dwell time, duration of fixations, and number of fixations). Our system analyzes the gaze path on a page and uses this information to create adaptive content on subsequent pages. As a proof-of-concept we report on a case study with 12 participants. We presented them both randomly chosen content (baseline) as well as content chosen based on their gaze-behavior. We found a significant increase of attention towards the adapted content and evidence for changes in the user attitude based on the Elaboration Likelihood Model.