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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. 


29/05/12




Ooyala Videoplaza 2

20/10/14

Ooyala Acquires Videoplaza to Expand Into Fast-Growing Video Advertising Market


Videoplaza was founded 7 years ago in Stockholm with the mission of helping broadcasters and publishers build a profitable and sustainable business in the internet-delivered TV world. Today it was acquired by Telstra to continue building on that vision.
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Copenhagenstartupvillage

12/09/14

We are a proud founding partner of the new Startup Village in Copenhagen


Copenhagen is making in important leap forward in the global competition of innovation and entrepreneurship as the Startup Village is officially launched.
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Showcase Image 572x434

08/07/14

FishBrain secures funds led by Northzone and Active Venture Partners


FishBrain, the world’s fastest-growing mobile app and social network for anglers, has closed a $2.4 million funding round lead by Northzone and Active Venture Partners.
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12/06/14

Outracks raises $3.5 million from Northzone and Alliance Venture


We looked at many different providers of multi-platform development solutions, and nobody came close to offer the complete package that Outracks are putting together. We're thrilled to partner with the team in this adventure.
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Boom Lagoon Web

02/05/14

We're thrilled to announce our latest family member, Boomlagoon!


In May we closed an investment into an epic mobile gaming team from Helsinki. We have been very impressed by what the team has accomplished thus far, and look forward to working with the team to create a global category winner. Read our press release to f
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22/04/14

Cadence buys Northzone portfolio company Jasper Design Automation for $170 million


Today, Cadence Inc. announced the definitive agreement to acquire Jasper Design Automation Inc, the market leader in Formal Verification software.
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