The invention provides an electro-optical device capable of performing high-quality and high-definition gray-scale display, which can be driven with a low power consumption, and to provide a driving method therefor and an electronic apparatus using the electro-optical device. An electro-optical device according to the present invention includes a plurality of pixels. Each pixel includes a pixel electrode, a memory that stores gray-scale data, and a pulse duration control circuit that applies, to the pixel, a voltage that turns on the pixel or a voltage that turns off the pixel with a time density in accordance with the gray-scale data written to the memory. According to the electro-optical device, by turning on or off each pixel, gray-scale display can be performed by effective value control. From among a plurality of pixels, it is only necessary to write gray-scale data to the memory of a pixel whose gray-scale data written to the memory thereof needs to be changed. Thus, display can be performed with a low power consumption.