EYE release Manchester Airport advertising audit results
09.07.09
Airport media specialist EYE has released the results of its Stand Out Eye Tracking study, conducted at Manchester Airport. The 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 an airport environment.
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 are asked to wear glasses fitted with cameras that tracked their pupil movements throughout their airport journey. This allows EYE to see exactly what caught their attention as they moved through the airport.
Key findings from the study included:
• On average, participants at Manchester Airport looked directly at every second advertising panel they passed, for just under two seconds, significantly longer than the time considered necessary for an exposure to be remembered.
• Passengers looked back at the same panel a number of times with most people looking at a panel at least twice.
• Business and leisure passengers have very similar viewing habits and arriving passengers have similar viewing habits to departing passengers.
• Advertising panels along key corridors within the airport where there is less distraction from shops and cafes tend to attract attention more although panels situated in the busier areas offered longer overall viewing times.
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