Marketing & Sales News 12/31/11

Facebook Timeline vs. Old Profiles: How People View Them Differently [STUDY]

By: Sarah Kessler

Your social media profiles have morphed as the sites they live on have changed. So has the way people view them.

To get a better idea of how profile design affects profile viewers, Mashable asked eye-tracking research startup EyeTrackShop to compare visual statistics for Twitter, Facebook and MySpace profiles before and after major site redesigns. The company had 30 people to look at the profiles while tracking their eye movements. Here are some interesting observations from the resulting data:

Facebook Heat map
SEE ALSO: Here’s What People Look at on Facebok Brand Pages

  • Facebook Timeline cover photos get noticed first. However, study participants still spent a longer time looking at the Facebook Timeline profile photo than the cover photo.
  • Facebook ads get noticed more in Facebook Timeline. While 43% of participants noticed Facebook “sponsored stories” in the old profile format, 63% noticed the ads in the Timeline format. Participants spent the same amount of time on average looking at the ads in each profile.
  • Personal information such as employer and location gets more attention in the new Facebook Timeline. Viewers spent an average 2.2 seconds looking at this section in the new format, which includes images, but only 1.6 seconds looking at this section in the old format.


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