Implications of User Engagement with Universal Search Results

OTOinsights conducted a study to analyze user behavior and engagement with search engine results pages (SERPs) that include universal search results compared to traditional text-only SERPs. The study found that SERPs with universal search results kept users' eyes focused on the top paid and organic search results on the first page. The inclusion of images, videos and other media in universal search results also increased users' emotional engagement with the SERPs. The methodology involved measuring participants' eye movements, physiological reactions and click patterns when presented with different SERP types for selected search terms. Results showed videos were among the most viewed and clicked on universal search results.