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A Thintri MARKET STUDY: 2015:
Market Opportunities in Eye Tracking

eye tracking

Thintri, Inc. announces the release of Market Opportunities in Eye Tracking, 2015, a new market study that analyzes the extraordinary opportunities emerging in the use of eye tracking for a wide range of applications. This comprehensive examination discusses the development of new eye tracking technologies that are inexpensive and easily implemented, resulting in new applications that, in some cases, are poised to create billion-dollar markets, with market forecasts to 2022.

Control Applications

  • Human-computer interaction
  • Smartphone control
  • Gaming
  • Virtual/Augmented Reality
  • Controlling household appliances
  • Hands-free operation of industrial equipment
  • Hands-free operation of surgical instruments
  • Defense and aerospace

Passive Applications

  • Medical diagnosis
  • Psychiatric diagnosis
  • Learning and reading disabilities
  • Psychology
  • Biometrics
  • Forensics
  • Automotive safety
  • Visual media development
  • Website design
  • Advertising development
  • Product development
  • Market research
  • Human factors engineering
  • Training simulators

Market Demand

2015 to 2022 forecasts

  • Control markets
  • Passive/observation markets
  • Regional markets
  • Market evolution
  • Medical control markets
  • Medical passive markets
  • Control for the disabled
  • Gaming/VR/AR
  • Mobile applications
  • Market research
  • Advertising research
  • Automotive markets
  • Webcam-based markets
    And more…

Background on Eye Tracking

Eye tracking, the detection and determination of the direction of a person's gaze while following and recording the movement of the gaze from one point to another, has long been available for use by paralyzed patients to control computers and other devices. Because the systems were sold in low volumes and had to meet extraordinary requirements in performance and reliability, prices remained too high for many worthy applications. And because of the low volumes, there was little incentive to develop new capabilities and cultivate new markets.

All that is changing with the advent of new, inexpensive eye tracking tools. As recently as ten years ago, tracking the eye movements of test shoppers in a store required them to be tethered to bulky computer equipment pushed behind them in a trolley. Today, the same task can be accomplished with a pair of wireless goggles.

Outside of a couple of demanding applications like gaming and virtual/augmented reality, where goggles will still be common, the bulky goggles and even eye-contact devices that recorded gaze direction in the past are being replaced with a simple infrared source attached to a computer, tablet or other device. The increased comfort for the subject, combined with the inherently low cost of the source/detector system, are about to create huge markets.

Providing access to technologies for the disabled will continue to be an important application, but that market is nearing saturation, and may even face decline with growing issues in funding. However, the breadth and promise of emerging applications for eye tracking are startling. Medical personnel will be able to diagnose brain injury, neurological disease, Parkinson's disease, ADD/ADHD, learning/reading disabilities and even psychiatric conditions, all with a simple, inexpensive eye tracking tool. As each individual has unique eye tracking characteristics, eye tracking can be used in biometrics. Law enforcement can use eye tracking to evaluate the accuracy and certainty of a witness' decisions when viewing a police lineup. Eye tracking will provide tremendous benefits in website design and the development of virtually anything that is meant to be viewed.

Some emerging applications offer the promise of growth to billion-dollar levels within a decade. Already, eye tracking systems are used in detecting fatigue and sleepiness in operators of heavy machinery, such as mining vehicles. When the technology moves to the consumer automotive market, growth could be explosive. In gaming, eye tracking will allow control in first-person shooter games with unprecedented speed. A gamer will need only glance at a target while pressing a button to shoot. Already, laptops are available with built-in eye tracking technology for gaming. Smartphones are available that allow control such as scrolling by eye movement.

Some of the greatest opportunities are in market and advertising research. The development of inexpensive eye tracking systems that combine webcams and online platforms will allow virtually any small or medium-sized business to conduct market research online, where subjects from all over the world can be tested from their homes, without the need to travel.

Nevertheless, there are limitations to today's eye tracking technology. The tools cannot, for example, determine whether a subject has seen something consciously or unconsciously, or whether they have seen something in peripheral vision. They also cannot tell why users are looking at an object, whether their gaze is an indication of interest or repulsion. Basically, the tools say relatively little about a user's thought processes, but an emerging solution to this problem lies in neuromarketing, the combination of eye tracking with other sensors, such as ECG, EEG and particularly facial expression analysis. The combination of several modalities in neuromarketing promises to be as fundamental a breakthrough in this decade as eye tracking is today.

Understand the Markets

Eye tracking is a relatively mature technology; most significant technical obstacles have already been resolved. The only major hurdle at this time is user education and awareness. The eye tracking industry today has only scratched the surface of the opportunities facing a uniquely versatile and useful technology.

Established industry players are opening up markets, and will most likely be successful in doing so, but it is largely the smaller players and startups that are pointing the way to billion-dollar markets, by finding opportunities and rapidly developing inexpensive products and services to serve those markets. In many cases, the smaller and less costly eye tracking tools will, as expected, compromise accuracy and resolution. However, this can be compensated for in market research, for example, by reaching vast numbers of test subjects at very low cost, allowing even greater reliability and accuracy than many in-lab studies.

Thintri's market study, Market Opportunities in Eye Tracking, examines the leading technical solutions to eye tracking, new and established applications, and forecasts the development of these markets to 2022.


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Market Opportunities in Eye Tracking

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Report Table of Contents:

Executive Summary   1

E.1 Eye Tracking — Background        1
E.2 Eye Tracking Technology        2
E.3 Applications        3
E.4 Markets        7

Chapter 1: Background — Why Eye Tracking?  17

Chapter 2: Technology   19

2.1 Introduction        16
2.2 The Human Eye        16
       2.2.1 Eye Movement        16
       2.2.2 Eye Structure and Perception        17
       2.2.3 Attention and Tracking        18
2.3 History        19
2.4 Eye Tracking Technology        20
       2.4.1 Determining the Point of Focus        20
       2.4.2 Data and Analysis        21
2.5 Systems and Techniques        22
       2.5.1 Basic System Structure        23
       2.5.2 Approaches to Measurement of Movement        23
       2.5.3 Bright Pupil, Dark Pupil, Iris and Cornea        24
       2.5.4 Data Presentation        25
       2.5.5 Need versus Options        26
2.6 The Technology Today        27
2.7 Gaming Industry Developments        29
2.8 Developments in Mobile Devices        30
       2.8.1 The Shift: A New World for Eye Tracking        30
       2.8.2 Samsung's Galaxy S4 and LG's Optimus G Pro        31
       2.8.3 The Eye Tribe and Android        31

Chapter 3: Applications   32

3.1 Introduction        33
3.2 Medical/Disability/Learning        34
       3.2.1 Technology Access for the Disabled        34
       3.2.2 Passive Medical Applications        35
       3.2.3 Applications in Learning and Reading        36
              3.2.3.1 Eye Movement Disorders in Children        36
              3.2.3.2 Reading and Learning        37
3.3 Research – Market Research, Psychology, etc.        39
       3.3.1 Visual Media        39
       3.3.2 Market Research        39
       3.3.3 Website Design        41
              3.3.3.1 Optimal Website Design and Eye Movement        41
              3.3.3.2 Eye Tracking's Evolving Effects on Website Design        42
       3.3.4 Advertising        44
3.4 Biometrics and Forensics        45
       3.4.1 Biometrics        45
       3.4.2 Forensics        46
3.5 Gaming/VR/AR        47
3.6 Automotive        48
3.7 Defense and Aerospace        48
3.8 Best Practices in Eye Tracking        49

Chapter 4: Markets   54

4.1 Introduction        50
4.2 Regional Markets & Differences        51
4.3 Market Evolution        53
       4.4 Control/Detection        54
       4.4.1 Non-Medical Computer Control        55
       4.4.2 Medical/Disability        56
       4.4.3 Gaming/Virtual Reality/Augmented Reality        59
       4.4.4 Mobile Devices        60
       4.4.5 Commerce        61
4.5 Research/Observation, Market Research and Neural Marketing        62
       4.5.1 Emerging Medical/Learning Markets, Non-Control        63
       4.5.2 Automotive        64
       4.5.3 Traditional Market Research Using Eye Tracking        65
       4.5.4 Online Market/Advertising Research        66
              4.5.4.1 Eye Tracking in Evaluation of General Content Online        66
              4.5.4.2 Website Development/Usability        67
              4.5.4.3 Webcams and Online Eye Tracking        68
              4.5.4.4 Other Observation Markets        72
              4.5.4.5 The Future: Neuromarketing        73

Figures

Figure E-1 Overall Addressable Market, Eye Tracking Technology        11
Figure E-2 Addressable Market Share by Application, 2015 and 2022        12
Figure E-3 Overall Addressable Markets, Control Applications        13
Figure E-4 Overall Addressable Markets, Observation        13
Figure E-5 Overall Addressable Markets, Market/Advertising Research        14
Figure E-6 Market Evolution, Traditional vs. Webcam-Based,
              2015 and 2022        15
Figure E-7 Addressable Markets, Webcam-Based Eye Tracking,
              Market Research        16
Figure 4-1 Overall Addressable Market, Eye Tracking Technology        53
Figure 4-2 Addressable Markets, Eye Tracking, by Region        55
Figure 4-3 Proportional Eye Tracking Markets by Region        55
Figure 4-4 Addressable Market Share by Application, 2015 and 2022        57
Figure 4-5 Overall Addressable Markets, Control Applications        58
Figure 4-6 Addressable Market, Non-Medical Computer Control        58
Figure 4-7 Medical Market, Control for the Disabled        61
Figure 4-8 Evolution of Medical Market, 2015 and 2022        61
Figure 4-9 Overall Addressable Markets, Medical        62
Figure 4-10 Addressable Markets, Gaming, VR/AR        63
Figure 4-11 Addressable Markets, Mobile Applications        64
Figure 4-12 Overall Addressable Market, Observation        65
Figure 4-13 Overall Addressable Market, Market/Advertising Research        66
Figure 4-14 Addressable Markets, Medical, Passive        67
Figure 4-15 Addressable Markets, Automotive        68
Figure 4-16 Addressable Markets, "Traditional" Market Research,
              In-Lab, In-Store        68
Figure 4-17 Addressable Markets, Online Content Evaluation, In-Lab        70
Figure 4-18 Addressable Markets, Website Development        71
Figure 4-19 Market Evolution, Traditional vs. Webcam-Based,
              2015 and 2022        74
Figure 4-20 Addressable Markets, Webcam-Based Eye Tracking,
              Market Research        75
Figure 4-21 Addressable Markets, Other Observation        75



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