Spontaneous Webcam Instance for User Attention Tracking

Eye tracking is one of the solutions applied in human-computer interaction research to study how users interact with user interfaces - where do they focus, what interests them and how do they browse through the content on the page. Eye tracking has also been used to detect user attention and even mind-wandering. Eye tracking is usually carried out by exploiting special hardware - expensive tools that cannot be applied to masses. Thereby, these trackers are only suitable for studies in lab conditions. The latest advancements in technology have enabled to use commercial grade webcams and special software for capturing user eye gaze. However, calibration still remains as a hurdle to overcome. Herein, we explore the applicability of spontaneous eye gaze tracking approach and its accuracy compared to a professional eye tracking solution in a controlled study. In particular, we focus on the applicability of eye tracking in a user-effortless way for focus area detection in web user interfaces.