Understanding consumer attention on mobile devices

In marketing research, effectiveness of advertising messages is widely believed to be moderated by audience involvement. This involvement, in turn, depends on the amount of attention user pays to a piece of content. The goal of this research is to describe the specifics of consumer attention to the advertisement on mobile platforms. We aim to study visual perceptual processing of different types of content (static, dynamic, scroll-trough etc.) and to understand how consumers perceive the differences between organic content, branded content and advertisement on mobile devices. In the proposed platform, we measure the amount of attention users pay to each type of content and compare differences in perception of the same advertisement across different platforms.