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Heatmap Study: Consumers Fixate On The iPad mini More Than Other Tablets

Heatmap Study: Consumers Fixate On The iPad mini More Than Other Tablets

According to an eye tracking study conducted back in October, when it comes to consumer fixation, the iPad mini beats out the Nexus 7, Kindle Fire HD, and Nook HD. It also scored highest on consumer recognition and purchase intent.

Business Insider, via MacDailyNews:

This study, performed by EyeTrackShop, used the web cameras on 600 Americans’ personal computers (with their consent, of course) to answer the question “How are new mini tablets perceived by consumers?”

The above graphic represents what the study found, showing where consumers actually look when they look at tablets.

Shown, left to right, are the Nexus 7, iPad mini, Kindle Fire HD, and Nook HD. The tablets were placed next to each other in a random order for each study subject. The image shows the areas of interest when viewing the screen, according to eye track results.

The next image, shown as a heat map, displays the most-looked areas of the screen in red.

Respondents fixated 5% more on the iPad mini, recognized the mini 23% more, and the study showed that the iPad mini created a 40% higher purchase intent than the other three small tablets.

However, respondents fixated on a larger area of the Nook screen, with the Nexus 7 having the smallest high-heat area, and the iPad mini and Kindle Fire having similarly sized areas.

Among the screens, participants showed a tendency to look at the Kindle Fire first, then the Nexus 7, the iPad mini, and finally the Nook.

When given a choice, over 50% of respondents said they would choose the iPad mini over the others when shopping for a tablet, that’s 40% higher than the other tablets.

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