13 February, 2008

6% of People Online Contribute 50% of Display Ad Clicks -Read Write Web

Only 6% of people online are contributing 50% of the clicks to display advertisements- Those people who click heavily have a number of other characteristics of note. Heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000 and they are also relatively more likely to visit auctions, gambling, and career services sites – a markedly different surfing pattern than non-clickers.

The authors conclude that the heavy clickers do shop more online than the population at large, but not at a rate proportional to their click rate influence. In other words, if your ads are getting a lot of click-throughs and you are holding your breath that they will monetize better any day now - you're not likely to find relief any time soon. The study also found that there was not a high correlation between heavy clickers and increased brand loyalty.

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