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Technical gazette, Vol.23 No.4 August 2016. -

The aim of this paper was to get an insight into user’s preferences over different interactions with mobile ads. In particular, we were interested whether the users prefer swiping or tapping while navigating through a photo gallery. A correlation between the user interface and user engagement the number of photos viewed was analysed. A subset of users were also shown a coach notice with an information about how to navigate to examine whether coach notices can improve user experience by reducing usability issues. To answer these questions we developed a tracking system to analyse behaviour of 633 users and performed a survey on 46 people. The results show that swiping is preferable to tapping when navigating through the gallery and that the navigation mode does have an impact on the number of photos viewed. We were also able to show that the presence of a coach notice decreased the number of faulty gestures, but suggested a further work to maximize its potential.

photo gallery; rich media mobile advertising; user gestures; user interface



Author: Robert Sedovšek - orcid.org-0000-0003-2275-2804 ; University of Ljubljana, Faculty of Natural Sciences and Engineering, Departme

Source: http://hrcak.srce.hr/



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