From USA Today:
Seeing is believing when it comes to understanding how consumers surf the Internet.
And they see very little online — including pricey banner ads screaming for attention. That’s one of the findings of a study out today by Nielsen Norman Group, an authority on making websites and products easy to use.
Using sophisticated eye-tracking equipment, the Fremont, Calif., firm was able to track what consumers really look at on the Web vs. what they say they look at.
“This is a sneak peek into people’s brains,” says Kara Pernice Coyne, the firm’s research director.