Slidedeck of the week: Eye tracking study comparing mobile and desktop

This study by Google shows the differences in where people look on a desktop and mobile screen.

The authors say that eye tracking demonstrates:

1. The traditional above and below the fold does not exist on a mobile website; the screen is scrolled and checked carefully.
2. Mobile advertising is an effective way of capturing people‘s attention and are similar in effectiveness to desktop adverts.
3. Although people view mobile websites for less time than when using a desktop, their attention is more focused.