An Eye Tracking Study: What Influences Our Visual Attention on Screens?

Abstract

This study investigated the influence of language orientation on visual attention and recalled information using eye tracking technology. A total of 37 bilingual participants completed the study. All participants’ native language orientation was from right to left such as Arabic, Urdu, Farsi and Hebrew, but all resided in the US. Participants speaking Arabic as their native language were assigned to Group1 (N = 20), otherwise they were assigned to Group2 (N = 17). Group1 received the instructional material in Arabic and Group2 in English. The study consisted of three parts: Word screen, Image screen and Sequence screen. An eye tracking devise was used to measure first visual fixation indicating the region (right or left) where the user’s attention was on the screen for all three parts. Afterwards, the participants were asked to recall three words, three images and explain the sequence process of the images presented. One-way ANOVA was used to assess the relationship between the visual fixations with the recalled answered orientation for both groups. Significance was found in visualizing words, images and the sequence process. Results indicate initial visual fixation is influenced by language orientation when reading the instruction of questions as the case in Group1, or the influence of language orientation of the country of residence as for Group2. This can help designers, developers and instructors when designing to get the international users’ attention.