ADOTAS – Here’s something fun, but I wouldn’t use it as ammo in the ongoing war of the sexes. EyeTrackShop, which builds eye-tracking technology that marketers can deploy for research and ad testing, followed the eye movements of 100 participants as they glossed over ads from H&M, Reebok and Saab. An H&M ad featuring a model in a bikini drew some interesting results: while male eyes first stopped at the model’s face, female eyes went right to… her chest (which is technically where the product is). Also men spent 40% more time fixating on her face than women and 20% less time on her legs.
I’m going to guess that this data doesn’t apply to viewing women in bikinis in real life… Call it an “online phenomenon.”