Washington: A new study by market research firm EyeTrackShop, which provides opt-in eye tracking tests via webcams for corporate clients, has thrown up interesting insights on where the eyes of men and women are drawn when they look at ads showing beautiful bikini-clad women.
In a test in Norway (the company has also done additional tests in the US and UK with similar results), men and women participants, who were shown a beautiful bikini-clad woman showed distinct patterns in how their eyes scanned the ads.
Men looked first at the face and stayed on it for 40 percent more time than the women, and then moved down to the torso.
Women started at the torso, looking a little bit longer than the men, and then up to the face.
After examining the face and body, both men and women looked to the left at the ad text and then down to the legs, where men spent 20 percent less time looking than women.
“We have some hypotheses” for the difference in patterns, says Jeff Bander, senior vice president of client services. “Women are comparing [their bodies to the image].”
Intriguing enough, and there were other interesting results with an image of a nude woman wearing sneakers — a Reebok ad -– women spent 1.5 seconds more looking at the shoes.
Men looked at the shoes for only a second. However, even here they spent 40 percent more time on the face … and 50 percent longer on the butt.
“If you’re targeting a one gender audience, you have to be cognizant of where you put the text and logos compared to the bodies,” Bander says — text a little higher for men, a little lower for women.
ANI
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device to enhance site navigation, analyze site usage, and assist in our marketing efforts.
Cookies Setting
By clicking “Accept All Cookies”, you agree to the storing of cookies on your device and the processing of information obtained via those cookies (including about your preferences, device and online activity) by us and our commercial partners to enhance site navigation, personalise ads, analyze site usage, and assist in our marketing efforts. More information can be found in our Cookies and Privacy Policy. You can amend your cookie settings to reject non-essential cookies by clicking Cookie Settings below.
Manage Consent Preferences
Strictly Necessary Cookies
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work or you may not be able to login.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then some or all of these services may not function properly.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They are also used to limit the number of times you see an advert as well as help measure the effectiveness of an advertising campaign. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we may not know when you have visited our site, and may not be able to monitor its performance.