Growth investors since 1996

Eyeballs Web

EyeTrackShop reveals fascinating Pinterest study

The old rules of attention focus no longer apply to the new generation of social networks a la Pinterest. Not only has the focus shifted from profiles to interest areas, but the way people explore the pages is fundamentally different too.

Our latest addition to the Northzone family, EyeTrackShop, has just released a captivating analysis on how people browse Pinterest. Instead of going from left to right -symbolic of text-centric content- and up and down, the interest on Pineterest is mainly in the centre of a page. In fact elements such as colours and faces severely affects eye movement and focus. 

Mashable today published an article outlining some of the other key insights:

- Top pins pop. Pins that were front and center were seen by the highest percentage of viewers.

- Faces attract attention. As with most social media sites, respondents looked at faces on Pinterest at more than objects.

- Profile information isn’t always as noticeable as profile content. Profile image and information may dominate attention on Facebook, but on Pinterest fewer people noticed it than noticed content.

- The percentage of people who looked at profile information at the top of brand pages in the study was the same or lower than that of the pages’ most-looked-at pins. On average, this info was looked at second, not first.

- Brand pages are just as popular as category pages. Participants were slightly more likely to say brand pages made them want to repin stuff, recommend the page to friends and tell their friends about it. More of them also said the pages were definitely inspiring and had good pieces of advice.

- People like brands better after viewing their Pinterest pages. The majority of participants said that viewing a brand’s page improved their opinion about the brand and said they were more likely to purchase something from it.

This is interesting insight as we enter an era of real analytics. Companies like EyeTrackShop and Tobii make this possible through eyetracking technology which makes it possible to collect the most accurate and analytically relevant raw data: eye movement. The technology enables the user to understand how long a consumer spends looking at content, where it starts and stops, how focused the consumer is, etc., which can help marketers develop better campaigns. 


M Cash


Welcome to the family, mCash!

We have looked at several companies in the payments space. mCASH has unique technology, a strong team, and a holistic approach to the issues in the field of mobile payments.
Read the full article

Wp 20140112 001[5]


Trustpilot Secures $25 Million Funding to Accelerate Growth

TrustPilot has proven that it is yet another Nordic startup of global relevance.The funding now made available will allow TrustPilot to pursue its full potential as category winner.
Read the full article

Screen Shot 2013 10 31 At 3.09.48 Pm


TechMeetup with Tyler Crowley and Northzone

On November 25th we'll be on stage with Tyler Crowley at Hilton Slussen in Stockholm, discussing sharing insight from our 18 years in venture investing. Come and join the party!
Read the full article

1379931 586051371430263 773452793 N


Exit of the Year

We're thrilled to have won the 'Exit of the Year' award at this year's Norwegian Investment Forum for our exit of Enery Micro.
Read the full article



Tobii is Climbing Sweden's Rankings of Most Attractive Technology Companies

Universum’s business barometer 2013 ranks the country's most attractive employers among engineering students. This year, Tobii has climbed the rankings in all categories.
Read the full article