Omar Oakes
Jul 24, 2017

Men are 'more responsive' to online ads: Eye-tracking research

In a study by Shutterstock, men looked at ads longer and noticed more ads than women.

An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn.

Men are more responsive to online ads than women, according to an eye-tracking study by picture provider Shutterstock.

Shutterstock’s study, carried out by eye-tracking specialists Lumen, found that simple image-led online ads which mirror the demographic profile of their target audience perform best. 

Males looked at the ads for 0.4 seconds longer than females 0.9 seconds vs 0.5 seconds while noticing a third of the ads in the study compared to...

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