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Over the past couple of years, we at Enquiro have conducted a number of eye tracking studies to gather insight into how people interact with search. We have defined Google's Golden Triangle and we have found consistent patterns with how users use search. But the focus had been on search users in North America. What about users in other parts of the world?
We recently conducted a Chinese Eye Tracking Study to see how search users from China interact with search. The results were quite interesting. Why China you ask? Well China is the second largest Internet market in the world in terms of users with only a 10.4% market penetration (compared to the US which is considered the largest Internet market with 68% market penetration.) The study compares how Chinese users use Google and Baidu. The study also looks at time spent and scanning patterns. Here is a sample of what we found in the study.
