The study compared the visual performance of Spotify and Rdio's starting pages and playlists through eye tracking tests. The heat maps showed distinct visual attention patterns between the services, with respondents focusing more on central areas and moving upwards. Both services performed similarly visually, though low attention on right columns risks undermining awareness of available features.

1. February 2012
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2. … …
 The VISUAL ATTENTION patterns  Playlist pages are visually  Little focus on the right column
for both services are distinct distinct. Respondents usually with Facebook list (Spotify) and
and show clear areas where start off centrally and move information (Rdio)
respondents focused upwards
 A clear heat map indicates an  Visually both services  Low focus on these areas
easy to interpret design and perform similar potentially risks low awareness of
layout the features offered
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3. Study Objective
• A comparison-test of the two music services Spotify and Rdio
• The test was set up to look at the two services’ visual performance on starting
pages and playlists
• Test conducted monadic, i.e. respondent saw and evaluated one of the services
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5. Less attention More attention
Heat maps are used within eye tracking to
visualize the most viewed areas in a simple
and intuitive way. The most colorful areas
mark what is most interesting.
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6. More attention Less attention
An opacity map is a visualization tool
used within eye tracking to show the
most viewed areas of a picture, like a
peephole. The transparent areas show
what is most interesting.
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7. 13 %
33 %
29 % 5%
92 %
48 %
100 % 52 %
96 %
75 %
63 %
67 %
58 % 95 %
38 %
42 %
24 %
8%
10 %
Illustration shows average percent of respondents that saw each Area of Interest
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8. 0.5 s
1.1 s
1.3 s 1.2 s
2.1 s
1s
4s 1.6 s
3.4 s
1.2 s
2.2 s
0.9 s
1.8 s 3.7 s
0.8 s
0.9 s
0.8 s
0.4 s
0.3 s
Illustration shows average time on each Area of Interest in seconds
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9. 7.3 s
3.9 s
2.4 s 2.8 s
1.3 s
4.3 s
0.4 s 3.8 s
1.9 s
4s
2s
5.4 s
4.8 s 1.2 s
5.3 s
4.8 s
7.3 s
8.8 s
9.6 s
Illustration shows average time to first fixation on each Area of Interest in seconds
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10. 9
5 4 3
1
5
3 4
2 6 1
7
7
8 2 6
8
10 9
Illustration shows the fixation order, which is based on time to first fixation. “1” is the area the average respondent looks at first, “2” is the second area and so on
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12. Less attention More attention
Heat maps are used within eye tracking to
visualize the most viewed areas in a simple
and intuitive way. The most colorful areas
mark what is most interesting.
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13. More attention Less attention
An opacity map is a visualization tool
used within eye tracking to show the
most viewed areas of a picture, like a
peephole. The transparent areas show
what is most interesting.
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14. 13%
21 % 5%
29 %
79 %
83 %
90 %
57 %
75 %
48 %
100 %
95 %
52 %
38 %
79 %
24 %
5%
Illustration shows average percent of respondents that saw each Area of Interest
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15. 1s
0.6 s 8.6 s
0.9 s
1.8 s
1s
4.8 s
1s
2.5 s
1.4 s
2.9 s
2.9 s
0.8 s
0.7 s
2.1 s
1.1 s
0.2 s
Illustration shows average time on each Area of Interest in seconds
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16. 3.3 s
1s 1.4 s
5.7 s
2.8 s
2.9 s
1.2 s
3.7 s
1.5 s
2.1 s
1.4 s
2.1 s
3.2 s
4 s
3.3 s
3.6 s
0.4 s
Illustration shows average time to first fixation on each Area of Interest in seconds
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17. 7
3
1 8
4
5
2 8
3 4
2
5 6
9
6 7
1
Illustration shows the fixation order, which is based on time to first fixation. “1” is the area the average respondent looks at first, “2” is the second area and so on
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18. 54% 47% 47%
Rdio
48%
Spotify
34%
28%
28% 27%
Rdio
23% 19% 20%
Spotify
13%
5% 4%
1% 1% 1% 1% 0% 0% 0% 0% 0% 1%
Excellent Good Average Poor Very Poor Undecided Excellent Good Average Poor Very Poor Undecided
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19. 41% 41%
36%
35%
20% Rdio
16% Spotify
5%
3%
2%
1%
0% 0%
Excellent Good Average Poor Very Poor Undecided
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20. 52%
61%
46%
48%
31%
26% Rdio Rdio
27%
Spotify Spotify
21%
19%
15%
10% 11%
8% 9%
4% 4% 3% 2% 4%
1%
Strongly Disagree Undecided Agree Strongly Strongly Disagree Undecided Agree Strongly
Disagree Agree Disagree Agree
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21. 39% 38% Rdio
37% 35%
Spotify
17%
14%
8% 7%
4%
1%
Strongly Disagree Undecided Agree Strongly
Disagree Agree
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22. ?
18%
26%
7%
5%
6%
3% 4%
1%
Web Unlimited Unlimited Family Don't know Premium Unlimited Free (with ads) Don't know
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23. Study Details
53%
50% 50%
47%
34%
Stimuli time: 10 s 30%
Rdio
Research date: 24th of February 2012 21% 21% 20% 18% Spotify
Respondents: 16% 14%
30 quality eye tracking 12% 12%
recordings
1% 1%
Female Male 18-24 25-34 35-44 45-54 55-64 65+
Methodology
Sample Webcam Eye Tracking Stimulus
 Respondents are recruited from web  Respondents are asked to provide  The stimulus is presented on the
panels and represent the target their permission to give access to screen and the respondent’s gaze is
group. their webcam during the short recorded and measured.
session when the stimulus is shown.
 Respondents are rewarded for their  The stimulus is followed by follow up
participation by the panel company. questions.
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