Banner ads and photographs attract more attention than artwork.

橫幅與照片更能吸引用戶注意力。

Oddly, the study also showed that although only 22% of site visitors glance at pictures, 45% check out banner ads for approximately one and one quarter second.

奇怪的是，盡管22%的網(wǎng)站訪問者會瀏覽圖片，但45%的用戶只利用1秒或者1秒半的時間。

Other miscellaneous findings from the study:

研究得出的其它結(jié)論：

1. Sports readers read more content than any other type of reader. Males and females read sports in equal numbers, but 11% of males read heavily compared to 0% of the females.

1.體育新聞讀者比其它讀者閱讀的內(nèi)容要多。男性與女性體育新聞讀者數(shù)量大體相同，但11%的男性讀者會深入閱讀。

2. Thirty-year olds read more local content than twenty year olds or sixty year olds.

2.與二十幾歲、六十幾歲的讀者相比， 三十幾歲的讀者會閱讀更多本地新聞。

3. Females read more local content than males.

3.相對于男性讀者，女性讀者會越多更多本地新聞。

4. Twenty-year olds read more science and sports than other age groups.

4. 相比于其他年齡段的瀏覽者，二十幾歲的瀏覽者會閱讀更多的科學、體育信息。

5. When reading online, we read serially. That is, we jump back and forth among sites, returning to the ones that interest us.

5.我們可以連續(xù)閱讀網(wǎng)上的內(nèi)容，也就是說我們可以不斷轉(zhuǎn)換網(wǎng)站，直到找到自己感興趣的網(wǎng)站。

So what conclusions can we make from the Stanford Poyntner Project?

那么我們從這項研究中可以得到什么結(jié)論呢？

First, we must consider that these researchers studied the online behavior of a small group of Americans who routinely access news web sites. More research is needed to determine whether the results will generalize to international readers, or to users of ecommerce web sites.

首先，我們必須想到這項研究僅僅是針對小部分經(jīng)常瀏覽網(wǎng)頁的美國人。至于其它國家的訪問者、電子商務(wù)網(wǎng)站訪問者會不會這樣，還有待研究。

Critics of the research argue that the results are less significant when applied to people who are accessing the web with high bandwidth connections. However, although high bandwidth is making gains in North America, many people, both in North America and in other parts of the globe, are using dialup connections or are accessing the web with wireless devises.

這項研究的批評者認為，研究結(jié)果對于利用高速寬帶上網(wǎng)的用戶來說，意義很小。然而，盡管現(xiàn)在很多寬帶用戶，但全世界仍然有很多利用電話撥號或者利用無線裝置上網(wǎng)的用戶。

That being said, the following conclusions seem logical:

也就是說，下面的結(jié)論看上去合乎邏輯：

- Text is important. It's words that hold the attention. Give visitors the information they need, and present it well.

文本很重要，是吸引用戶的內(nèi)容。合理設(shè)計文本信息，便于訪問者瀏覽。

- Use eye-catching headlines and sub-headlines. Remember, over 90% of your visitors glance here first.

運用醒目的標題與副標題。請記?。?0%多的訪問者只是匆匆瀏覽網(wǎng)站內(nèi)容。

- Although few click on the banner ads, the one-second glance will generate an impression that can help with branding.

盡管網(wǎng)站用戶很少點擊橫幅廣告，但一秒鐘的注視，絕對可以產(chǎn)生一種印象。

- One second doesn't allow time for visitors to view rotating animations in banner ads. It's better to put the full message, including your logo, in each frame of the animation.

一秒鐘的時間不允許訪問者瀏覽橫幅廣告中的動畫內(nèi)容，所以你最好把全部信息（包括logo）放入動畫框架中。

- Pictures are still important, but use sparingly. Pictures and animations that distract the viewer from reading the text are counter-productive.

圖片雖然也很重要，但需要節(jié)約使用。分散瀏覽者注意力的圖片以及動畫圖像會產(chǎn)生相反的作用。