Servers, display devices, scrolling methods and methods of generating heatmaps

<p>Methods of generating heatmaps including receiving, at a first electronic device, first information associated with a first zone of a plurality of zones of a content item, determining at least one first concept related to the first information, receiving at least one target content characteristic, determining at least one second concept related to the at least one target content characteristic, and determining a first heat of the first zone based on the first and second concepts, the first heat representing a measure of similarity between the first and second concepts.