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.