There's an academic paper out by some researchers in Virginia about how people use online real estate listings. Basically, they only look at the pictures and spend very little time reading the agent description. The researchers used ocular tracking to measure what parts of a screen viewers looked at the most and found their eyes move in a Z pattern starting at the upper left hand corner of the computer screen. If you're not into the heavy duty research talk, the Wall Street Journal has a nice summary. [SSRN; WSJ]
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