Approximately 90% of participants looked at the sponsored results above the organic results in each search task. This number was comparable between the two engines and did not differ from what was found in the original study. Unlike in the original study, however, participants spent more time looking at the top sponsored results area on Google (2.8 seconds per search task, on average) than on Bing (1.9 seconds). Google’s top sponsored results also received more gaze time per result – 0.9 seconds compared to 0.7 seconds that Bing’s sponsored results received. Learn more-