LUMEN IN THE PRESS: MEN ARE 'MORE RESPONSIVE' TO ONLINE ADS

“Men are ‘more responsive’ to online ads
Men are more responsive to online ads than women, according to an eye-tracking study by picture provider Shutterstock.

An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn
An image of a child in a ballpit with a heatmap showing where most people’s eyes were drawn
Shutterstock’s study, carried out by eye-tracking specialists Lumen, found that simple image-led online ads which mirror the demographic profile of their target audience perform best.

Males looked at the ads for 0.4 seconds longer than females…”

— Omar Oakes, Campaign