That the internet and, more precisely, social media, know everything about us was already known; our relationships, our tastes, the brands and personalities we are most loyal to, our friends, personal data, and so on.
However, thinking that through online navigation, the internet could understand our mood is a big leap. Instead, research has established that, based on behaviors and reactions we have on a website, it is possible to determine our emotional state at that moment with 82% accuracy.
How?
It’s not about looking at search history or the types of topics clicked, but rather studying how a site is used once opened, the speed at which information is absorbed, and the gestures made with the mouse.
What were the results?
Researchers found and reported in the journal MIS Quarterly that:
- Users who feel frustrated or troubled move the mouse inaccurately, shifting the cursor over the topic or link of interest less sharply and regularly.
- Agitated users, perhaps contrary to what one might imagine, tend to move the mouse much more slowly than usual.
This study could be useful for those of us who develop websites; by understanding the mood of people navigating a site, based on how annoyed they are moving from one page to another, we can identify what they perceive as non-functional or annoying.
With more direct and truthful feedback, immediate help can be offered, or alternative strategies can be studied to eliminate site issues.
