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Who actually clicks on Ads?

Honest to heaven, don’t you wonder who actually clicks on those ads on the web?
StarCom MediaVest published this:
New Study Shows that Heavy Clickers Distort Reality of Display Advertising Click-Through Metrics (Feb. 12, 12008)
Highlights:
“Heavy clickers skew towards Internet users between the ages of 25-44 and households with an income under $40,000,” the study said, and they “are also relatively more likely to visit auctions, gambling, and career services sites – a markedly different surfing pattern than non-clickers.”
“heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks.”
“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.”
“preliminary Starcom data suggests no correlation between display ad clicks and brand metrics, and show no connection between measured attitude towards a brand and the number of times an ad for that brand was clicked.”
I would be interested to compare and understand the demographics of library clickers on our websites and circulation transactions.
Stephen

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Posted on: February 13, 2008, 9:06 am Category: Uncategorized

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