This article is available also in spanish here
Eye tracking technology: what is it and how will we see it in our cities
My list

Author | Eduardo Bravo

The need to maintain a safe distance and to reduce contact between things and people due to the COVID-19 pandemic has reactivated research into eye-tracking, a technology based on how eye gaze interacts with the environment.

Development of this technology began at the end of the 19th century. Louis Emile Javal observed that that people do not read a text smoothly across a page, but rather pause on some words while moving quickly on others. Since then, research has been conducted to establish which words, areas of the page or objects the eyes focus on, which are ignored and which are repeated more often.

From targeted advertising, to helping disabled citizens

eye tracking in cities - 41

With the introduction of computers eye-tracking has been applied to improve user experience online through UX programming or in neuromarketing, which analyzes how advertising is perceived in different media, such a printed page, a mupi, a billboard or a banner.

Based on these advances, applications have been developed that enable devices to be controlled with the eyes, as normally done with the hands or feet. These eye-tracking applications have mainly been used to facilitate the life of patients with Amyotrophic lateral sclerosis (ALS), who had experienced paralysis of all the limbs except the eyes. However, with the appearance of COVID-19 this technology has started being implemented in other areas of life and for all types of users.

Today, one can use the internet of things not just with voice —as is the case with domestic appliances such as Alexa or customer services—, but also with eye control. Furthermore, in some smart buildings, elevators can be operated with gaze control, doors can be opened or money can be withdrawn from an ATM.

It would not be far-fetched to think that soon other devices such as parking meters, cell phones, payment terminals or even vehicles could be activated. The company SEAT, for example, is working on a system based on infrared light sensors and a camera that collects eye movements, which are subsequently interpreted by a sophisticated algorithm.

Smarter cities thanks to eye tracking

eye tracking in cities - 43

Thanks to this information, it will be possible to determine which elements interfere with the driver’s concentration, particularly when interacting with leisure or information devices. This will enable better tablets and GPS to be designed, and even optimize the installation of both upright traffic signs and road markings, to make driving an increasingly safer activity.

Still in the area of safety, eye tracking is also being explored to prevent theft. Studies have been conducted, which have determined which products or items are most popular with shoplifters and the location of risk areas. This information helps store owners decide where to install security cameras, the most valuable products or access to their premises. A strategy closely related to neuromarketing and which, as well as helping to increase sales, may also help reduce cases of theft.

Finally, eye tracking can also be used to design cities. According to field work conducted by the authorities in Melbourne, citizens pay more attention to exuberant vegetation in cities. Valuable information that has subsequently been used to design parks and green zones in the area.

Images | Cocoparisienne, hiurich granja, Anderton sf

Recommended profiles for you
Remember to activate your profile to network!
Activate profile
MC
Maria Casabo
SENER
Senior Electrical Engineer
Morel Jeremy
Morel Jeremy
ZGen IoT Technology
CEO
Dr. Delphine SANGODEYI
Dr. Delphine SANGODEYI
MOABI GROUP
CEO
MR
Marco Ramirez
Geocity Studio
Architect
Ted Mengers Mengers
Ted Mengers Mengers
Pyranak Design Group
CEO
SS
Sergey Shevtsov
Intelligent Network Solution
Chairman of Supervisory Board
Rahul Tomar
Rahul Tomar
DigitalTwin Technology GmbH
Managing Director
Fabian Ebeling
Fabian Ebeling
Die Epilog
Publisher
GH
Guardans Helena
Webhelp
President Webhelp Spain
NZ
Nahum Zaera
Telespazio Ibérica
Business Development
OA
Oluwaseun Adeyemi
Debt Management Office (DMO) Nigeria
Operations Officer
Maria Pascual Saez
Maria Pascual Saez
C95Creative
BIM Director
Irawan Kusuma Jati Adi Candra
Irawan Kusuma Jati Adi Candra
Universitas Gadjah Mada
Student of Urban and Regional Planning, UGM Indonesia
Laxmi Sai Praveen Panchakarla
Laxmi Sai Praveen Panchakarla
Foundry Medical Technologies Pvt Ltd
Research and development of medical devices.
VA
Vânia Andrade
ICA
Arquiteta e Consultora
mf
maryam farahmand.nikoo
tmicto
tehran
TP
Tejaswi Patil
Student
Founder of startup
AH
Alejandro Hidalgo
TriDimensión consultora SpA
Urban architect with an interest in urban planning and sustainable cities
AA
Antonio Amorim
Sopha
Investor
LV
Luis Alberto Valencia Molina
Secretaria Distrital De Salud
engineering- comunications
Related Content
What is an urban operating system?
What is an urban operating system?
IoT security solutions: How to prevent IoT attacks?
IoT security solutions: How to prevent IoT attacks?
The six most groundbreaking urban innovations of 2021
The six most groundbreaking urban innovations of 2021
Why Corporate Innovation Needs Transformation
Why Corporate Innovation Needs Transformation
What is the Internet of Things or IoT? Definition and examples
What is the Internet of Things or IoT? Definition and examples
Accelerating Cities' Digital Transformation with Technologies
Accelerating Cities' Digital Transformation with Technologies
What is digital infrastructure and examples of its application
What is digital infrastructure and examples of its application
Governing the twin transition: Transforming today’s challenges into future opportunities
Governing the twin transition: Transforming today’s challenges into future opportunities
AI & CITIES
AI & CITIES
Proprietary or open-source software? Arguments in favor and against
Proprietary or open-source software? Arguments in favor and against
What are the three main goals of database lifecycle management (DLM)?
What are the three main goals of database lifecycle management (DLM)?
Governments in digital transformation: five areas of action
Governments in digital transformation: five areas of action
What is a smart factory and how will it impact industry?
What is a smart factory and how will it impact industry?
How digitalization is transforming government in emerging economies
How digitalization is transforming government in emerging economies
Medical apps for patients: how can they improve public health?
Medical apps for patients: how can they improve public health?
Velodyne, NavVis and Qualcomm Technologies Working Together to Build Smart Cities Faster
Velodyne, NavVis and Qualcomm Technologies Working Together to Build Smart Cities Faster
In battle with U.S., China to focus on 7 ‘frontier’ technologies from chips to brain-computer fusion
In battle with U.S., China to focus on 7 ‘frontier’ technologies from chips to brain-computer fusion
Vintage technology: 'It sounds so much cleaner'
Vintage technology: 'It sounds so much cleaner'
Designers in Tech: How Architecture Is Unlocking the Potential of New Emerging Technologies
Designers in Tech: How Architecture Is Unlocking the Potential of New Emerging Technologies
Treat Smart City Tech like Sewers, or Better
Treat Smart City Tech like Sewers, or Better
Emerging technologies can foster an inclusive COVID-19 recovery
Emerging technologies can foster an inclusive COVID-19 recovery
Shopping with delivery robots arrives in cities
Shopping with delivery robots arrives in cities
Technology for smart cities: the pillars of urban planning of the future
Technology for smart cities: the pillars of urban planning of the future
Making Data Center Smart: How Artificial Intelligence Helps?
Making Data Center Smart: How Artificial Intelligence Helps?
Experts Say the ‘New Normal’ in 2025 Will Be Far More Tech-Driven, Presenting More Big Challenges
Experts Say the ‘New Normal’ in 2025 Will Be Far More Tech-Driven, Presenting More Big Challenges
Prof Shafi Ahmed: ‘Technology will completely transform healthcare’
Prof Shafi Ahmed: ‘Technology will completely transform healthcare’
Does the use of Big Data cause privacy concerns?
Does the use of Big Data cause privacy concerns?
Eye tracking technology: what is it and how will we see it in our cities
Eye tracking technology: what is it and how will we see it in our cities
Five top tips for businesses in 2021 from industry experts
Five top tips for businesses in 2021 from industry experts
Brief history of artificial intelligence
Brief history of artificial intelligence
China’s country-as-platform strategy for global influence
China’s country-as-platform strategy for global influence
As Robots Fill the Workplace, They Must Learn to Get Along
As Robots Fill the Workplace, They Must Learn to Get Along
Top 7 IoT Smart City Trends to Look Out In 2021
Top 7 IoT Smart City Trends to Look Out In 2021
“Liquid” machine-learning system adapts to changing conditions
“Liquid” machine-learning system adapts to changing conditions
Can Artificial Intelligence Replicate the Mystery of Human Conversation?
Can Artificial Intelligence Replicate the Mystery of Human Conversation?
China to become world's largest IoT market in 2024: report
China to become world's largest IoT market in 2024: report
The skills Deloitte looks for when it acquires IT service providers
The skills Deloitte looks for when it acquires IT service providers
Who needs a teacher? Artificial intelligence designs lesson plans for itself
Who needs a teacher? Artificial intelligence designs lesson plans for itself
4 Impactful Technologies From the Gartner Emerging Technologies and Trends Impact Radar for 2021
4 Impactful Technologies From the Gartner Emerging Technologies and Trends Impact Radar for 2021
Are Videogames the Future of Remote Work?
Are Videogames the Future of Remote Work?
China to become world's largest IoT market in 2024, says report
China to become world's largest IoT market in 2024, says report
Let interoperability be the foundation of smart cities
Let interoperability be the foundation of smart cities
Four emerging technology trends in 2021
Four emerging technology trends in 2021
Top 10 innovative regions in China
Top 10 innovative regions in China
What does Integration of Artificial Intelligence and Advanced Analytics mean in Business?
What does Integration of Artificial Intelligence and Advanced Analytics mean in Business?
Robots, wristbands, and apps: startups that innovated their products for COVID-induced med tech
Robots, wristbands, and apps: startups that innovated their products for COVID-induced med tech
Top 5 IoT programming languages in 2021
Top 5 IoT programming languages in 2021
How the pandemic will shape the workplace trends of 2021
How the pandemic will shape the workplace trends of 2021
How exactly are smart cities built? From facial recognition and 5G networks to cheap sensors — these are the essential components
How exactly are smart cities built? From facial recognition and 5G networks to cheap sensors — these are the essential components
Cyberplanning: Securing the IoT ecosystem
Cyberplanning: Securing the IoT ecosystem
Related content
Fujisawa Sustainable Smart Town: planning for the next 100 years
Fujisawa Sustainable Smart Town: planning for the next 100 years
Ville Radieuse: Why did Le Corbusier’s Radiant City fail?
Ville Radieuse: Why did Le Corbusier’s Radiant City fail?
Sustainable architecture: design, materials and more about sustainable buildings
Sustainable architecture: design, materials and more about sustainable buildings
China land reclamation projects: the country with the most land reclaimed from the sea
China land reclamation projects: the country with the most land reclaimed from the sea
What happened to Dubai man-made islands?
What happened to Dubai man-made islands?
Barcelona 92: the impact of hosting the Olympics in the interest of global exposure
Barcelona 92: the impact of hosting the Olympics in the interest of global exposure
The SMART Port concept: proposing a more social, resilient and environmental port model
The SMART Port concept: proposing a more social, resilient and environmental port model
Smart tunnel: what is it, how does it work and the real example of Malaysia
Smart tunnel: what is it, how does it work and the real example of Malaysia
The Eden Project: What is the purpose of this sustainable city?
The Eden Project: What is the purpose of this sustainable city?
Reclaiming land from the sea: A solution to climate change or an even bigger problem?
Reclaiming land from the sea: A solution to climate change or an even bigger problem?
Angkor: 1000 years since the first major smart city
Angkor: 1000 years since the first major smart city
Seismic reinforcement: how it works and why it is so important
Seismic reinforcement: how it works and why it is so important
Smart cities: The challenges of building a future-ready workforce
Smart cities: The challenges of building a future-ready workforce
Healthy, peaceful and more equitable – life in the low-car city
Healthy, peaceful and more equitable – life in the low-car city
Climate-smart infrastructures: principles and technology
Climate-smart infrastructures: principles and technology
What is mixed-use development? Analysis of pros & cons
What is mixed-use development? Analysis of pros & cons
What is digital infrastructure and examples of its application
What is digital infrastructure and examples of its application
Exercise and urban gyms: the solution for staying fit in cities
Exercise and urban gyms: the solution for staying fit in cities
This is how Venice wants to save itself
This is how Venice wants to save itself
Financing urban infrastructure
Financing urban infrastructure
Building sustainable cities with wooden skyscrapers
Building sustainable cities with wooden skyscrapers
Building resilient smart cities in a post-pandemic world
Building resilient smart cities in a post-pandemic world
Empty office buildings are still devouring energy. Why?
Empty office buildings are still devouring energy. Why?
Decarbonizing Cities - How to Harmonize Buildings, Mobility and Infrastructure
Decarbonizing Cities - How to Harmonize Buildings, Mobility and Infrastructure
Buildings, firms tap smart tech to monitor operations
Buildings, firms tap smart tech to monitor operations
What is a digital twin?
What is a digital twin?
Indian smart cities offer a model for pandemic recovery
Indian smart cities offer a model for pandemic recovery
Urban planning and COVID-19: lessons learned and future challenges
Urban planning and COVID-19: lessons learned and future challenges
CQC/Qicheng: Photocell, Intelligent controller enclosure and dimming receptacle/socket for smart streetlights
CQC/Qicheng: Photocell, Intelligent controller enclosure and dimming receptacle/socket for smart streetlights
Maximising the potential of smart city investments
Maximising the potential of smart city investments
The road to smart city infrastructure starts with research
The road to smart city infrastructure starts with research
Connecting urban environments with IoT and Digital Twins
Connecting urban environments with IoT and Digital Twins
Microsoft: Smart Places and Infrastructure with IoT, AI, and Digital Twins
Microsoft: Smart Places and Infrastructure with IoT, AI, and Digital Twins
[ui!] Urban Software Institute: Mobility for your whole life
[ui!] Urban Software Institute: Mobility for your whole life
AI, image recognition and cloud computing: how do smart ports work?
AI, image recognition and cloud computing: how do smart ports work?
Advantages (and the odd disadvantage) of 3D urban planning
Advantages (and the odd disadvantage) of 3D urban planning
More than just pine and cement: guidelines for smart urban furniture
More than just pine and cement: guidelines for smart urban furniture
Smart infrastructures, the key to more resilient and efficient cities
Smart infrastructures, the key to more resilient and efficient cities
An administrative building in Dubai, the largest 3D printed structure in the world
An administrative building in Dubai, the largest 3D printed structure in the world
Smart Buildings for Smart Workers: improving the efficiency of workers and buildings
Smart Buildings for Smart Workers: improving the efficiency of workers and buildings
Five impossible Smart City projects with our existing technology
Five impossible Smart City projects with our existing technology
Smart hospitals: cities within cities
Smart hospitals: cities within cities
Google is building the city of the future in Toronto
Google is building the city of the future in Toronto
How a Smart Home works: infographic
How a Smart Home works: infographic
Pontus Westerberg, UN-Habitat:
Pontus Westerberg, UN-Habitat: "People need to be allowed to offer their own solutions to the problems in the places in which they live"
Jakarta is sinking and now Indonesia has to find a new capital
Jakarta is sinking and now Indonesia has to find a new capital
Digital twins and urban planning: how to use replicas to building the cities of tomorrow
Digital twins and urban planning: how to use replicas to building the cities of tomorrow
Can parks be smart? These are the key aspects that define a Smart Park
Can parks be smart? These are the key aspects that define a Smart Park
Floating cities: history and future of a sustainable dream that could one day come true
Floating cities: history and future of a sustainable dream that could one day come true
Singapore experiments with its digital twin to improve city life
Singapore experiments with its digital twin to improve city life

Only accessible for registered users
This content is available only for registered users
TO: $$toName$$
SUBJECT: Message from $$fromName$$