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Posted
12 February 2008 @ 4pm

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6% of Web Users Account for 50% of Ad Clicks

Some bad news for online advertisers: according to a study presented today at the iMedia Brand Summit, 6% of the online population are responsible for 50% of all clicks on display ads and those 6% are not even close to being representative of the online population at large:

While many online media companies use click-through rate as an ad negotiation currency, the study shows that heavy clickers are not representative of the general public. In fact, heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000. Heavy clickers behave very differently online than the typical Internet user, and while they spend four times more time online than non-clickers, their spending does not proportionately reflect this very heavy Internet usage. Heavy clickers are also relatively more likely to visit auctions, gambling, and career services sites – a markedly different surfing pattern than non-clickers.

Just as a note, this study focuses on display ads and not, as far as I can see, on text ads, which might see a different user behavior.

I guess the results aren’t exactly surprising, but it’s good to see some hard evidence for this behavior. After all, when was the last time you clicked on that dancing alien (or turned off AdBlock+)?