Real-world consumer behavior has, for a long time, been beyond the reach of gaze behavior research. Consequently, several works have started to explore the use of mobile eye-tracking to analyze consumer behavior in these and other natural everyday settings. Virtual reality and augmented reality allow consumers to use their digital device to try on new clothes, explore a home, hotel or museum, visit or fly over new cities and countries, or test drive a car. Stationary eye-tracking confines users’ body and head movement to a rather small virtual tracking box about half a meter away from the tracker. The cameras used for video-based eye-tracking typically capture video images at a frame rate of between 30 and 120 Hz. The low cost of the new generation of eye-tracking systems, easy calibration, and unobtrusive measurement in natural exposure conditions are beginning to contribute to the growth of applications in practice, and theory development and testing in academic research.