Headlines, Pictures, Likes: Attention to Social Media Newsfeed Post Elements on Smartphones and in Public

Abstract

Scrolling through a social media newsfeed has become almost ubiquitous. Yet, it remains unknown what specific post elements people pay attention to and whether this varies depending on how they access social media newsfeeds. In an eye-tracking experiment among university students (N = 201), we compare user attention to specific post elements like source, title, or picture, in a dynamic Facebook newsfeed by device (desktop vs. mobile) and smartphone usage environment (private vs. public). Significant attentional differences occur at the level of the newsfeed post elements. Users pay less attention to visual information on the mobile newsfeed and more attention to textual post elements in a public setting.