This study investigates which components of a web page are most likely to both attract and maintain a viewer's attention. We measure these two aspects of viewing behavior---attention onset and maintenance---through an analysis of eye movements on three Web page components---page location, element size, and information density. More specifically, the present research addresses how the overall composition and structure of a Web page influences an individual's ability to perceive content.
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Granka et al. (2006) studied this question.