New tab page recommendations cause a strong suppression of exploratory web browsing behaviors

Through a combination of experimental and simulation results, we illustrate that passive recommendations encoded in typical computer user-interfaces (UIs) can subdue users’ natural proclivity to access diverse information sources. Inspired by traditional demonstrations of a part-set cueing effect in the cognitive science literature, we performed an online experiment manipulating the operation of the ‘New Tab’ page for consenting volunteers over a two month period. Examination of their browsing behavior reveals that typical frequency and recency-based methods for displaying websites in these displays subdues users’ propensity to access infrequently visited pages compared to a situation wherein no web page icons are displayed on the new tab page. Using a carefully designed simulation study, representing user behavior as a random walk on a graph, we inferred quantitative predictions about the extent to which discovery of new sources of information may be hampered by personalized ‘New Tab’ recommendations in typical computer UIs. We show that our results are significant at the individual level and explain the potential consequences of the observed suppression in web-exploration.

💡 Research Summary

The paper investigates whether the personalized icons displayed on a browser’s new‑tab page reduce users’ exploratory browsing behavior. Drawing inspiration from the part‑set cueing effect in cognitive psychology, the authors designed a within‑subject, longitudinal experiment with 80 volunteers who installed a custom Firefox extension. The extension replaced the default new‑tab page and could be remotely switched among four modes: (1) most‑visited sites, (2) least‑visited sites (with at least one prior visit), (3) the default “frecency” algorithm, and (4) a blank page. Each mode was presented for five days in a pseudorandom order over a two‑month period, ensuring balanced exposure across participants.

Browsing logs were collected locally, anonymized, and later submitted by participants. The logs were cleaned of ads and pop‑ups, sessions were defined by 30‑minute gaps, and URLs were collapsed to primary domains. The primary metric was the number of unique domains visited under each mode. Results showed a pronounced reduction in diversity when recommendations were visible: the “most‑visited” and “default” conditions yielded roughly 15–17 unique domains per participant, whereas the “blank” and “least‑visited” conditions produced about 24–26 unique domains. A two‑sample t‑test comparing the combined recommended versus non‑recommended groups gave p < 10⁻³ and a large effect size (Cohen’s d = 1.81). Pairwise Bonferroni‑corrected tests confirmed the pattern across all condition pairs.

To assess the broader impact on information foraging, the authors built a random‑walk simulation calibrated with empirical transition probabilities. The model demonstrated that the observed suppression could translate into up to a 50 % drop in the frequency with which users encounter novel information sources for a median user.

The discussion connects these findings to the filter‑bubble literature, suggesting that even subtle UI elements can steer users toward a narrower “information diet.” The authors argue for design guidelines that promote exposure to less‑frequented sites, increased transparency about personalization, and user‑controlled settings. Limitations include the geographically homogeneous sample (mostly Indian participants) and the relatively short observation window. Future work is proposed to replicate the study across cultures, explore longer‑term behavioral changes, and examine cognitive consequences of reduced exploratory browsing.