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

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