Webcam-based eyetracking – analyzing eye movements using a webcam
Eyetracking, or the analysis of eye movements, is one of the key methods for studying attention, engagement, and cognitive processes in users. Traditionally, such measurements have been conducted in laboratory settings using specialized eye trackers. However, technological advancements have enabled eyetracking studies to be conducted remotely using a standard webcam. At the Laboratory of Media Studies UW, we perform this type of analysis using the iMotions Remote Data Collection module, which allows data collection without the need for dedicated eye-tracking devices.
How does webcam-based eyetracking work?
Webcam-based eyetracking utilizes advanced algorithms to track eye position and gaze direction in real-time. By analyzing webcam footage, it is possible to determine:
- Which areas of the screen the user looks at most frequently.
- Fixation time, meaning how long the eyes stay in one place.
- Saccadic movements, or rapid eye shifts between fixation points.
- Scanpath, which represents the sequence of visual information processing.
This technology does not require additional hardware—only a standard webcam, making it more accessible and flexible in its applications.
Effectiveness of webcam-based eyetracking compared to stationary eye trackers
| Feature | Webcam-based eyetracking | Stationary eye tracker |
|---|---|---|
| Measurement accuracy | Lower (0.5° – 1.5° visual angle) | High (0.1° – 0.5° visual angle) |
| Sampling rate | 30-60 Hz | 120-1000 Hz |
| Ability to analyze saccades | Limited | Very precise |
| Flexibility | Very high – participants can be studied from any location | Requires a laboratory and dedicated equipment |
| Cost | Low – only requires a webcam | High – professional eye trackers are expensive |
| Sensitivity to lighting conditions | High – requires good lighting | Lower – IR systems perform well in various conditions |
Advantages of webcam-based eyetracking
- No need for specialized equipment – only a standard webcam is required.
- Ability to conduct large-scale studies – participants can take part from anywhere in the world.
- Lower costs – no expensive eye-tracking devices are needed.
- Fast recruitment and study execution – participants can be tested without visiting a lab.
- Flexibility – applicable in UX research, marketing, psychology, and other fields.
Disadvantages of webcam-based eyetracking
- Lower accuracy compared to professional eye trackers – limited precision in analyzing saccades and micro-fixations.
- Sensitivity to webcam quality and lighting – not all devices provide sufficient image quality.
- No support for high-frequency sampling studies – such as microexpression analysis or highly dynamic attention tracking.
Webcam-based eyetracking as biometric research
Eyetracking using a webcam, like traditional eye trackers, falls into the category of biometric research, as it provides objective data on participants' visual perception. At the Laboratory of Media Studies UW, we use the iMotions Remote Data Collection module, which allows remote data collection and integration with other measurements, such as facetracking (Affectiva) or galvanic skin response (GSR).
Conclusion
Webcam-based eyetracking is an innovative and accessible tool that enables the analysis of users' visual perception without the need for expensive laboratory equipment. While its accuracy does not match traditional eye trackers, it offers flexibility and the ability to conduct large-scale research. At the Laboratory of Media Studies UW, we use this solution in UX, marketing, and scientific studies to better understand users' cognitive visual processes.
