Spotify vs. Rdio
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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.
Spotify vs. Rdio
- 1. February 2012 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 1
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 3
- 4. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 4
- 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. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 5
- 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. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 6
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 7
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 9
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10
- 11. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 11
- 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. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 12
- 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. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 13
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 14
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 15
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 16
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 17
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 18
- 19. 41% 41% 36% 35% 20% Rdio 16% Spotify 5% 3% 2% 1% 0% 0% Excellent Good Average Poor Very Poor Undecided 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 19
- 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 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 20
- 21. 39% 38% Rdio 37% 35% Spotify 17% 14% 8% 7% 4% 1% Strongly Disagree Undecided Agree Strongly Disagree Agree 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 21
- 22. ? 18% 26% 7% 5% 6% 3% 4% 1% Web Unlimited Unlimited Family Don't know Premium Unlimited Free (with ads) Don't know 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 22
- 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. 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 23