ASHINGTON & SAN FRANCISCO, Feb. 7, 2012 — Tobii Technology, the global market leader in eye-tracking and interactive gaze technology, in partnership with AnswerLab,a leading user experience research firm that supports many of the world's top brands, unveiled today the results of an eye-tracking study showing that men spend 65 percent more time reviewing photos in online dating profiles than women do. Alternatively, women spend 50 percent more time than men reading profile information about their prospective partner's background and interests.
"We easily intercepted people at Café Venue, a local San Francisco café, and by using the new Tobii X1 Light Eye Tracker on a laptop, we quickly saw how they visually processed online dating profiles on two popular websites," said Sal Becerra, research director at AnswerLab. "In just eight hours, we were able to track nearly 40 participants, and we walked away with some great insights to share with both those interested in online dating and the online dating industry itself. Because the system is so portable and easy to use, we can take it almost anywhere to do high-quality eye-tracking research in the field."
The study included 39 participants, 18 female and 21 male, who each were interviewed before and after viewing dating profiles on both Match.com and eHarmony.com. From the gaze patterns collected, it was discovered that male subjects spend 65 percent more time viewing their potential partner's photo and 50 percent less time analyzing the profile overall, when compared with the gaze data of female subjects.
From analyzing study results, AnswerLab researchers reported the following conclusions:
Advice for singles posting a profile online:
Advice for dating sites:
"This fun project, which provides some valuable insight for online dating consumers and site owners, was completed in a short time frame and at a low cost. It's a great example of the value of having an eye-tracking device as portable and cost effective to use as the Tobii X1 Light Eye Tracker," said Barbara Barclay, general manager of Tobii Technology Inc., based in the Washington, D.C. area. "We look forward to working with the market research and usability communities to help them use this tool to discover new and exciting ways to bring more eye-tracking studies out of the lab and into field environments, where consumers are most comfortable and in their natural state."
Images & Video:
View images from the study (gazeplots and heatmaps that show the participants' collective view)
Learn more about the Tobii X1 Light Eye Tracker:
Sign up for our free webinar, featuring guest research experts from AnswerLab, on Feb. 28. Register here.