Interesting user research: Eye movement comparison of users from China, the US, and South Korea

Recently, researchers from China and South Korea conducted a cross-cultural study on the relationship between cognitive style and webpage perception. They carried out an eye-tracking test with 27 participants from China, the United States, and South Korea, and the results were quite interesting.

In the experiment, participants were asked to browse (without clicking anything) the following test page, which was designed to mimic the Yahoo! layout (the page was presented in the language corresponding to each user's nationality). The eye-tracking device recorded data in real-time, and the testing process lasted for 30 seconds.