Mobile Vs desktop platforms in online fashion retail

Abstract

This study examines the disparities in visual attention and user engagement between mobile and desktop platforms within online fashion retail, employing eye tracking-technology. With mobile device usage outpacing that of desktops, it is essential to understand these differences to optimize user experience and boost engagement. The research focuses on three primary questions: the effects of screen size and resolution on visual attention and engagement, the influence of navigation and user interface design on user behaviour, and the distinctive interaction opportunities provided by each platform.

Method

The H&M website was used for the purpose of this study. A total of 17 participants successfully completed the study, 9 females and 8 males in the age group of 20 to 40.

Result

By analysing eye tracking-data from a diverse participant pool, the study uncovers notable differences in visual attention patterns and engagement strategies across mobile and desktop platforms.

Project details

Title: The impact of mobile vs desktop platforms on visual attention and user engagement in online fashion retail – an eye tracking analysis

Year: 2024

Author: Irene Maria James

Course/Programme: Field study in textile management, Master programme in Fashion management and marketing

Researcher / Supervisor: Jenny Balkow / Marianne Louwerse

Technology: Eye tracking on screen and Eye tracking on Mobile using Mobile Testing accessory.