Generational differences in visual engagement: applying the visual interaction analysis (VIA) methodology composed of eye-tracking and virtual reality

Understanding visual engagement in marketing is crucial for optimizing user experience and enhancing campaign effectiveness. This study applies the Visual Interaction Analysis (VIA) methodology as a controlled VR-based protocol combining immersive virtual reality with eye-tracking to quantify visual attention allocation and examine generational and gender differences in engagement with advertising materials. Using the Cognitive3D platform, fixation-based metrics—Total Fixations (TF), Total Duration of Fixations (TDF), and Average Duration per Fixation (ADF)—were analyzed for Millennials and Generation Z participants. A total of 82 participants were recruited; inferential analyses were conducted on the valid eye-tracking subsample (N = 44; 22 Millennials, 22 Gen Z). Results revealed cohort differences in visual attention allocation for this poster stimulus under controlled VR free-viewing conditions: Generation Z exhibited higher fixation counts and longer total fixation durations than Millennials. In contrast, average fixation duration did not differ between generations, suggesting comparable moment-to-moment attentional processing. Within Generation Z, female participants showed longer average fixation durations than males. These findings demonstrate how fixation-based eye-tracking in controlled VR environments can provide actionable diagnostics of visual attention distribution, supporting pre-launch optimization of marketing and communication materials.