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Attention Allocation in Information-Rich Environments: The Case of News Aggregators

35 Pages Posted: 28 Mar 2013 Last revised: 2 Apr 2013

Mihai Calin

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC)

Chrysanthos Dellarocas

Boston University, Questrom School of Business - Department of Information Systems

Elia Palme

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC)

Juliana Sutanto

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC)

Date Written: February 16, 2013

Abstract

News aggregators have emerged as an important component of digital content ecosystems, attracting traffic by hosting curated collections of links to third party content, but also inciting conflict with content producers. Aggregators provide titles and short summaries (snippets) of articles they link to. Content producers claim that their presence deprives them of traffic that would otherwise flow to their sites. In light of this controversy, we conduct a series of field experiments whose objective is to provide insight with respect to how readers allocate their attention between a news aggregator and the original articles it links to. Our experiments are based on manipulating elements of the user interface of a Swiss mobile news aggregator. We examine how key design parameters, such as the length of the text snippet that an aggregator provides about articles, the presence of associated images, and the number of related articles on the same story, affect a reader’s propensity to visit the content producer's site and read the full article. Our findings suggest the presence of a substitution relationship between the amount of information that aggregators offer about articles and the probability that readers will opt to read the full articles at the content producer sites. Interestingly, however, when several related article outlines compete for user attention, a longer snippet and the inclusion of an image increases the probability that an article will be chosen over its competitors.

Keywords: digital content, media curation, media economics, news aggregator, click-through rate

JEL Classification: C93, D83, L82

Suggested Citation

Calin, Mihai and Dellarocas, Chrysanthos and Palme, Elia and Sutanto, Juliana, Attention Allocation in Information-Rich Environments: The Case of News Aggregators (February 16, 2013). Boston U. School of Management Research Paper No. 2013-4. Available at SSRN: https://ssrn.com/abstract=2225359 or http://dx.doi.org/10.2139/ssrn.2225359

Mihai Calin

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC) ( email )

ETH-Zentrum
Zurich, CH-8092
United States

Chrysanthos N. Dellarocas (Contact Author)

Boston University, Questrom School of Business - Department of Information Systems ( email )

595 Commonwealth Avenue
Boston, MA 02215
United States

Elia Palme

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC) ( email )

ETH-Zentrum
Zurich, CH-8092
United States

Juliana Sutanto

ETH Zürich - Department of Management, Technology, and Economics (D-MTEC) ( email )

ETH-Zentrum
Zurich, CH-8092
United States

HOME PAGE: http://www.mis.ethz.ch/people/jsutanto

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