Investigating examination behavior in mobile search

Examination is one of the most important user interactions in Web search. A number of works studied examination behavior in Web search and helped researchers better understand how users allocate their attention on search engine result pages (SERPs). Compared to desktop search, mobile search has a number of differences such as fewer results on the screen. These differences bring in mobile-specific factors affecting users’ examination behavior. However, there still lacks research on users’ attention allocation mechanism via viewports in mobile search. Therefore, we design a lab-based study to collect user’s rich interaction behavior in mobile search. Based on the collected data, we first analyze how users examine SERPs and allocate their attention to heterogeneous results. Then we investigate the effect of mobile-specific factors and other common factors on users allocating attention. Finally, we apply the findings of user attention allocation from the user study into click model construction efforts, which significantly improves the state-of-the-art click model. Our work brings insights into a better understanding of users’ interaction patterns in mobile search and may benefit other mobile search-related research.