Dataset for article 'How users' knowledge of advertisements influences their viewing and selection behaviour in search engines'

This study examines how users’ understanding of search-based advertising influences search results viewing behaviour the PC and the smartphone. To investigate this, we used a mix of methods consisting of interview, eye-tracking experiment and questionnaire with n=100 subjects. We show that participants with a low level of knowledge on search advertising are more likely to click on ads than subjects with a high level of knowledge. Moreover, subjects with little knowledge show less willingness to scroll down to the organic results. Regarding the device, there are significant differences in viewing behaviour. These can be attributed to the influence of the direct visibility of search results on both devices tested. We recommend, depending on the device, that advertisers ensure their ads appear in the instantly visible area ("above the fold"). Future studies should investigate the motivations of searchers when clicking on ads.