What a load of rubbish, its hard to know were to start.
1) 50ms to make a first impression? Web pages load in stages, so within the first 50ms of something appearing on the screen, most webpages will not be fully loaded, so your impression is not based on the page, but on the first elements to load. Plenty of pages haven't loaded fully in 500ms. Or are they assuming that people don't start looking at a site until its fully loaded?
2) People like sites that look like sites they like. Hardly news.
3) What webpage is this? People spent an average 38 seconds looking at it?
- The institution’s logo. Users spent about 6.48 seconds focused on this area before moving on.
Who on earth spends nearly 7 seconds looking at a logo? try it, its a long time.
- The main navigation menu. Almost as popular as the logo, subjects spent an average of 6.44 seconds viewing the menu.
- The search box, where users focused for just over 6 seconds.
6 seconds looking at a box, but not searching, what were they doing.
- The site’s main image, where users’ eyes fixated for an average of 5.94 seconds.
- The site’s written content, where users spent about 5.59 seconds.
At 250 words per minute, adult average that is 25 words of which they'll comprehend 15, so much for all that content.
- The bottom of a website, where users spent about 5.25 seconds.
And why all the staring at the logos, etc if they made their mind up after 50ms?
The last paragraphs about framing and bias are useful, but hardly groundbreaking.
