The consumers experience is largely affected by the visual experience they have at retail stores and malls. Components such as products, displays, pricing, navigation, promotion, and checkout are the key affecting factors. The product suppliers are engaged in market research by using eye tracking devices on the consumer’s behavior and experience. Thus, eye trackers work as tool of analysis for shopper, retail, and packaging research. Analyzing visual behavior data has become a customary marketing & research tool for various industries such as retail, healthcare, and virtual reality.
eye-tracking-market
Eye tracking system is majorly fueling its growth in the North American countries such as the U.S., Canada, and Mexico. Safety application is the key driver of the eye tracking market which also helps in drowsiness detection and mental state of the pilots and in military applications. The U.S. government is focused on the security of its citizens and has implemented the eye tracking system in cars to check fatigue and drowsiness levels of the drivers. In early 2013, drowsiness-detection technology for vehicles was installed by Six Safety Systems, a Canadian firm, operated by big mining and drilling companies.
The system was named LUCI; it calculated the driver’s drowsiness and sounded an alarm if danger level was detected. Additionally, an eye-tracking scuba mask was designed by Eye-Com Corporation in the U.S. for safety of divers. It tracked the movement of the eyes to detect fatigue, levels of blood oxygen, and nitrogen narcosis. One more prominent example of eye tracking device in North America was Procter & Gamble (U.S.), which deployed Tobii’s eye tracking devices in 2010 to study the virtual shopping environment, in which virtual shelves were used and by using eye tracking devices subject’s reactions were recorded.
Europe is closely following the North American growth in the eye tracking market. The key players in this market such as Tobii AB (Sweden) and SensoMotoric Instruments (Germany) are leading to the growth of the market. The reason for the major growth of this region for eye tracking market is the high investment in research and development by companies and the institutions to come up with new products and technologies. There are also highest number of patents recorded in Europe that lead to the technological development.
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The eye tracking market in APAC is set to be fastest-growing because of technological advancements and increased awareness amongst masses. Asia-Pacific research communities are very much aware about the video-based eye tracking equipment. China, Japan, and India are the fastest growing economies in the world. As far as eye tracking technology is concerned, APAC has always been in the competition. In August, 2012, XM Asia-Pacific (Singapore) launched a consumer experience lab that uses eye-tracking technology, where Asian consumers absorb information on digital ads, websites, and traditional media.
