Does ad blindness on the web vary by age and gender?
Does ad blindness on the web vary by age and gender?
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网络广告的失明程度是否因年龄和性别而异？
DOI：
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发表时间：
2013
期刊：
影响因子：
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通讯作者：
M. Siegel
中科院分区：
文献类型：
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作者：
T. Tullis;M. Siegel
之前的一项研究表明，用户倾向于将网页的某些元素与广告联系起来，并倾向于避免它们。目前的研究重新审视了这些数据，看看这种“广告盲目性”是否会随着用户的年龄或性别而变化。我们发现年轻人（20多岁和30多岁）比老年人表现出更多的广告盲症。我们还发现男性比女性表现出更多的广告盲目性。我们认为，研究人员和实践者在研究网络行为时都需要更多地关注年龄和性别。
A previous study had shown that users tend to associate certain elements of a web page with ads, and tend to avoid them. The current study revisited that data to see if this "ad blindness" varies with the age or gender of the users. We found that younger adults (20s and 30s) exhibited significantly more ad blindness than older adults. We also found that men exhibited significantly more ad blindness than women. We believe that both researchers and practitioners need to pay more attention to age and gender in studies of web behavior.