Shoppers are doing a double take on their shopping trips to the mall these days, but for once it’s not over the price tag on merchandise. Leading mall media specialist, EYE, has revealed the results from its Eye Tracking study in the US finding among other insights, that consumers do not experience advertising fatigue over the course of their shopping experience. Even when they passed an advertisement a second time, 47.8% of people took a second look.

Results from the study uncovered that the more time someone spends engaged with an ad, the more interested they often become. Additionally, similar to the basic human instinct to look at other people, ads featuring people’s faces garner the most attention. In fact, both men and women were more likely to focus on ads with people in them, and both genders stared longest at ads containing women — a result that was consistent in all markets

Eye Tracking measures real environments, real behavior and real-time shoppers as they navigate and interact within the shopping mall environment. This study has been conducted by EYE in four locations around the globe – Singapore, New Zealand, United Kingdom and the United States – in airports, universities and now malls. Viewing engagement was measured when participants’ eyes fixated on an ad panel for at least a one-fifth of a second.