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

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