February 2012

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Rdio vs. Spotify

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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.

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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.

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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

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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