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The study investigates the attention and interaction of users as well as their subjective estimation of paid listings within Google search results on smartphones. During the tests, each of the 20 users has to accomplish four different search tasks. Data collection methods combine eye\u2010tracking with click\u2010through analysis and interviews. Results indicate that there is no \u201cad blindness\u201d on mobile search, but similar to desktop search, users also tend to avoid search advertising on smartphones. 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