Indebted to Bryan Eisenberg for the latest eye-tracking research fom Think. The message from searchers is "top three or bust" and they're adword savvy as well...
Here's the heat map:
Bryan concludes: "As seen in the heatmap above, fixations are studded around the top 5 results and the majority of clicks are upon the top 3 results (discounting the sponsored link). The sponsored link was actually not well attended to due to the fact that searchers are now familiar with advertiser placement within Google.
The 2008 heatmap supports the recent trend observed by Cornell University (Their study found that the top 3 Google results get 79% of all clicks) and by AOL (Findings were that 63% of clicks were concentrated upon the top three search results)."
