Spotify vs. Rdio
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Transcript of Spotify vs. Rdio
February 2012
12011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
Rdio vs. Spotify
22011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
Proprietary
RESULTS SHOW A CLEAR VISUAL PATTERN ON THE STARTPAGES...
The VISUAL ATTENTION patterns for both services are distinct and show clear areas where respondents focused
…AND AN EQUALLY DISTINCT PATTERN ON THE PLAYLIST PAGES...
A clear heat map indicates an easy to interpret design and layout
Playlist pages are visually distinct. Respondents usually start off centrally and move upwards
…BUT LOWER ATTENTION ON RIGHT HAND SIDE OF WINDOW
Visually both services perform similar
Low focus on these areas potentially risks low awareness of the features offered
Little focus on the right column with Facebook list (Spotify) and information (Rdio)
Overall small differences. Both services considered good by respondents.
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Study Objective• A comparison-test of the two music services Spotify and Rdio
• The test was set up to look at the two services’ visual performance on starting pages and playlists
• Test conducted monadic, i.e. respondent saw and evaluated one of the services
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STARTING PAGES
Rdio Spotify
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VISUAL ATTENTION LEVELStarting Page
Rdio SpotifyLess attention More attention
Heat maps are used within eye tracking to visualize the most viewed areas in a simple and intuitive way. The most colorful areas
mark what is most interesting.
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OPACITY MAPS
Rdio SpotifyMore attention Less attention
An opacity map is a visualization tool used within eye tracking to show the most viewed areas of a picture, like a
peephole. The transparent areas show what is most interesting.
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PERCENTAGE SEEN
Illustration shows average percent of respondents that saw each Area of Interest
63 %
58 %
92 %
8 %
75 %
42 %
33 %
13 %
29 %
96 %
67 %
95 %
10 %
38 %
52 %
24 %
48 % 100
%
5 %
Starting Page
Rdio Spotify
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Illustration shows average time on each Area of Interest in seconds
TOTAL VISIT DURATION
2.2 s
1.8 s
2.1 s
0.4 s
1.2 s
0.9 s
1.1 s
0.5 s
1.3 s
3.4 s
0.9 s
3.7 s
0.3 s
0.8 s
1.6 s
0.8 s
1 s
4 s
1.2 s
Starting Page
Rdio Spotify
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Illustration shows average time to first fixation on each Area of Interest in seconds
AVERAGE TIME TO FIRST FIXATION
2 s
4.8 s
1.3 s
8.8 s
4 s
4.8 s
3.9 s
7.3 s
2.4 s
1.9 s
5.4 s
1.2 s
9.6 s
5.3 s
3.8 s
7.3 s
4.3 s
0.4 s
2.8 s
Starting Page
Rdio Spotify
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Illustration shows the fixation order, which is based on time to first fixation. “1” is the area the average respondent looks at first, “2” is the second area and so on
FIXATION ORDER
2
3
45
78
10
1
6
93
45
7
8
1
6
9
2
Starting Page
Rdio Spotify
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PLAYLISTS
Rdio Spotify
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VISUAL ATTENTION LEVEL
Less attention More attention
Playlist
Rdio SpotifyHeat maps are used within eye tracking to
visualize the most viewed areas in a simple and intuitive way. The most colorful areas
mark what is most interesting.
132011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
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OPACITY MAPS
More attention Less attention
Playlist
Rdio SpotifyAn opacity map is a visualization tool used within eye tracking to show the most viewed areas of a picture, like a
peephole. The transparent areas show what is most interesting.
142011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
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PERCENTAGE SEEN
Illustration shows average percent of respondents that saw each Area of Interest
75 %
79 %
79 %
100 %
21 %
13%
29 %
83 %
24 %
95 % 52
%38 %
48 %
90 %
5 %
Playlist
Rdio Spotify
57 %
5 %
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Illustration shows average time on each Area of Interest in seconds
TOTAL VISIT DURATIONPlaylist
Rdio Spotify
2.5 s
1.8 s
2.1 s
2.9 s
0.6 s
1 s
0.9 s
1 s
1.1 s
2.9 s 0.8
s0.7 s
1.4 s
4.8 s
8.6 s
1 s
0.2 s
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Playlist
Rdio Spotify
1.5 s
2.8 s
3.3 s
1.4 s
1 s
3.3 s
5.7 s
2.9 s
AVERAGE TIME TO FIRST FIXATION
Illustration shows average time to first fixation on each Area of Interest in seconds
3.6 s
2.1 s 3.2
s
4 s
2.1 s
1.2 s
1.4 s
3.7 s
0.4 s
172011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and
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Illustration shows the fixation order, which is based on time to first fixation. “1” is the area the average respondent looks at first, “2” is the second area and so on
FIXATION ORDERPlaylist
Rdio Spotify
1
3
4
5
7
6
2
8
1
3
4
5
7
6
2 8
9
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ImpressionWhat is your overall impression of Rdio/Spotify?
NavigationPlease grade Rdio/Spotify by your
impression of the ease of navigation.
Excellent Good Average Poor Very Poor Undecided
28%
48%
23%
1% 1% 0%
27%
54%
13%
1% 1%5%
Rdio
Spotify
Excellent Good Average Poor Very Poor Undecided
34%
47%
19%
0% 0% 0%
28%
47%
20%
4%
0% 1%
RdioSpotify
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DesignPlease grade Rdio/Spotify on overall look/design.
Excellent Good Average Poor Very Poor Undecided
41%
36%
20%
3%
0% 0%
35%
41%
16%
5%
1% 2%
RdioSpotify
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ComparisonI think Rdio/Spotify is better than other music applications.
Strongly Disagree
Disagree Undecided Agree Strongly Agree
4%
8%
52%
26%
10%
4%
9%
46%
31%
11%
RdioSpotify
FeaturesI think Rdio/Spotify has cool features.
Strongly Disagree
Disagree Undecided Agree Strongly Agree
3% 4%
27%
48%
19%
2% 1%
21%
61%
15%
RdioSpotify
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RangeI think Rdio/Spotify has all the music I want.
Strongly Disagree
Disagree Undecided Agree Strongly Agree
4%
8%
39%
35%
14%
1%
7%
37%38%
17%
Rdio
Spotify
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Account TypeWhich version of Rdio/Spotify account do you use?
Web Unlimited Unlimited Family Don't know
18%
7%
1%
5%
Rdio
Premium Unlimited Free (with ads) Don't know
6%3%
26%
4%
Spotify
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Study Details
Stimuli time:
Research date:
Respondents:
10 s
24th of February 2012
23
Methodology
Sample Respondents are recruited from
web panels and represent the target group.
Respondents are rewarded for their participation by the panel company.
Webcam Eye Tracking Respondents are asked to
provide their permission to give access to their webcam during the short session when the stimulus is shown.
Stimulus The stimulus is presented on the
screen and the respondent’s gaze is recorded and measured.
The stimulus is followed by follow up questions.
Female
Male 18-24 25-34 35-44 45-54 55-64 65+
50% 50%
21%
30%
16%20%
12%
1%
53%47%
21%
34%
14%18%
12%
1%
RdioSpotify
30 quality eye tracking recordings