Which types of content do people spend the most time viewing on mobile apps? Should publishers present images first? How much does load time impact engagement?

Plastic Mobile recently set out to answer those sorts of questions by examining how consumers interact with the mobile commerce applications of Best Buy, Hyatt, and Pizza Pizza.

The attentional and emotional activity of 30 paid participants (14 men, 16 women) was measured with EEG neuro-headsets and eye-tracking glasses in the study. The researchers observed as the users downloaded and opened the three apps, browsed products and services, went to check out, and made purchases by entering personal information.

Below, key findings from the report.

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image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji