A method and apparatus for evaluating attention degree in 3D virtual world are provided, the 3D virtual world comprising at least one virtual object and at least one avatar controlled by user, the at least one avatar having corresponding avatar view field. The method comprises: obtaining geometrical information about the avatar view field and geometrical information about the virtual object; determining the association between the avatar view field and the virtual object based on the geometrical information; evaluating attention degree of the virtual object based on the association; and providing evaluation result on attention degree of the virtual object. Corresponding apparatus is also provided. The above method and apparatus have provided attention degree related statistic collection and search feature for the virtual world.