IPS vs. AMOLED: Effects of panel type on smartphone users' viewing and reading experience

Abstract

The present study conducted a 2x2 between-subjects experiment and examined whether users' viewing and reading experience are affected by the type of display panels (i.e., IPS, AMOLED) that they are exposed to when watching videos and reading text. Despite panel manufacturers' claims, results from the experiment revealed that users' oculomotor comfort, enjoyment, perceived display quality, viewing satisfaction, presence, text readability, reading comprehension, and reading satisfaction were not affected by the panel difference. Regardless of the panel type, video watching elicited greater oculomotor comfort, enjoyment, and purchase intention. Implications and directions for future research are discussed. © 2012 Springer Science+Business Media.