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New computer software will soon be an eye on you, or on your eyes, when you shopping. It is the Sideways project because it tracks the movement of your eyes as you at products on shelves. The researchers, from Britain's Lancaster University, the BBC that the technology would be a common feature in stores before the end of the decade. Senior researcher Andreas Bulling said: "The system a single ordinary camera…[It] the faces of people by and calculates where the eyes are relative to the eye corners." This information is then to flash up adverts to what products you were at longest as you pass by video screens ahead of you.

Eye-tracking technology is used in a number of different situations. One is to motorists better identify cyclists on roads. Studies drivers are five times likelier to pedestrians than people riding bicycles. This could significantly the number of road deaths. Eye-tracking can also be to allow people to use their eyes as a mouse to through and select content on screens. Disabled people are already this technology to their daily mobility. Last month the tech giant Samsung launched a smartphone that monitors what users look at on-screen. Mr Bulling said: "It is really momentum. I fully expect this technology to become available widely in the near future."