Eye Tracking Evaluation of User Experience on Large-Scale Displays

Recent advancements in technology have made eye tracking less expensive, much easier to use, and flexible enough to track a variety of display sizes and configurations. Larger high-resolution displays have become an increasingly prominent format for many users. New user behavior patterns have been emerging between primary and secondary (also known as second screen) displays. This paper describes a new research approach in order to understand what attracts user attention and identifies what they see when interacting with these devices. A case study is presented that demonstrates the procedures and findings for a study that involves eye tracking of a large-screen television display. The study described is a user experience evaluation of dynamic on-screen content presented as a part of the display during a television program.