UK. Leading airport media specialist EYE has released the results from its Stand Out Eye Tracking study, conducted at Manchester Airport.
The UK study is the third in the company’s global roll-out of Eye Tracking work and its second study to examine consumer viewing behaviour within the airport environment.
Uniquely, EYE’s study features results based on observations of real passengers who were flying into or out of Manchester Airport on the day they took part in the fieldwork.
Participants wore glasses fitted with cameras that tracked their pupil movements throughout their respective airport journeys. This enabled EYE to see exactly what caught their attention as they moved through the airport.
Key findings from the study are:
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A study participant wearing the special EYE glasses |
• On average, participants in Manchester looked directly at every second panel they passed for just under two seconds, significantly longer than the time considered necessary for an exposure to be remembered.
• Flyers looked back at the same panel a number of times with most people looking at a panel at least twice.
• Business and leisure travellers have very similar viewing habits and arriving passengers have similar viewing habits to departing passengers.
• As with the study in Singapore, panels along key corridors within the airport where there is less distraction from shops and cafés tend to attract attention more although panels situated in the busier areas offered longer overall viewing times.
• The set of results from Manchester is strikingly consistent with those from EYE’s earlier Eye Tracking study in Singapore Changi Airport, suggesting that flyers have similar viewing habits regardless of region.
EYE Fly UK Marketing Manager Stephanie Gibson said: “This study has raised the accountability of airport media significantly. We now have a rich set of results showing us exactly how much airport advertising passengers look directly at, how long they look at it and how many times they look back at it.
“We have some great testimonials from passengers too, revealing their extraordinarily detailed levels of advertising recall.”
Analysis of the results is continuing. Future cuts of the data will look into specific levels of advertising recall and learnings at a creative level, EYE said.
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An aerial view of the ambitiously revamped Manchester Airport |
Click on the arrow to view a traveller’s first experience of the new commercial area at Terminal 1 |
About EYE
EYE has offices in and operates out-of-home media businesses in Australia, New Zealand, Indonesia, Singapore, the UK and the US.
Eye Corp Pty Ltd is a wholly-owned subsidiary of Ten Network Holdings Limited, a publicly listed company, which operates Australia’s TEN television network.
MORE STORIES ON EYE
Media specialist Eye signs up for TFWA Asia Pacific and Gate One2One Conference – 06/05/09
New EYE study tracks flyers’ airport observations – 19/03/09
EYE appoints global head for airports division – 12/02/09
Media specialist EYE remains upbeat about passenger growth at Singapore Changi Airport – 02/02/09
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