Eye movements are powerful indicators of decision-making, preference, and human behavior. Our eyes follow what interests us and our pupils dilate when we’re having an intense emotional response, or we’re intrigued by something that’s in front of us. When researchers observe these patterns across test subjects, they can better predict how they will react as a whole and use the data to improvise the area.
Eye tracking exists in a state of constant evolution and advancements and the current environment is pushing researchers to experiment in new ways. The Global Eye Tracking Market was valued at USD 816.2 million in 2021 and is predicted to reach USD 4.86 billion by 2030 with a CAGR of 21.8% from 2022-2030, according to Grand View Research
Consumer research and advertisement are the growth drivers of the eye tracking market. When applied to UX and user interface, the insight into shopper behavior and buying decisions from eye tracking allows companies to create websites and designs that are more likely to attract attention and conversion. In marketing, this data can be used to optimize the performance of a brand online. Growing adaptations of communicative devices, robotics, contact lenses, and biometrics are expected to propel the growth of the market in the coming years.
Eye tracking technology has changed the way research is being conducted and has unfurled new paths for obtaining data and solving problems. Eye tracking studies that otherwise have been conducted in labs have changed in recent years. One of the notable shifts in its application is for examining sports. Recently, athletes have started using eye tracking to gain a better understanding of their performance where they evaluate visual strategies by tracking eye movements in their training sessions.
Neuroarchitecture, or cognitive architecture, is an emerging field where researchers use eye tracking to develop better architectural designs by understanding the respondent’s attention and cognitive reactions to buildings. The future will see a larger impact on how buildings are designed by empiricism rather than convention. The hunger for scientists and researchers in healthcare to innovate and develop technology to improve the existing ones has been one of the major reasons for the evolution of healthcare. And eye tracking technology has revealed assurance to improve the efficiency of this space. According to researchers, the data gathered from eye tracking can be used to structure better training for the nurses in assessing patients or even designing the clinical space. Similar applications have also been made within the fields of emergency medicine, pediatrics, dermatology, and more. With distracted driving being one of the prominent causes of road incidents, eye tracking technology has come in handy to help track the driver’s state of awareness and direct their attention to where it most matters. Needless to say, it is inevitable for researchers to look at the learning process and teaching materials, and how that information is looked at and use the technology to refine the process in a way that most benefits readers.
Virtually, anything that involves a visual component can potentially become the subject of eye tracking and tapping the power of eyes to see what others see, and how they perceive, can open a whole new world of possibilities and create significant growth opportunities for market players in the coming years.