6% of Web Users Generate 50% of Ad Clicks

[jacksonm]

The study illustrates that heavy clickers represent just 6% of the online population yet account for 50% of all display ad clicks. 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.


http://www.smvgroup.com/news_popup_flash.asp?pr=1643


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[Rubber Duck]

Yes, this reflects the big differences in the quality of clicks out there. See Rick's Blog for more on this.

[jacksonm]

Yes, this reflects the big differences in the quality of clicks out there. See Rick's Blog for more on this.


And does this mean that if a site has a higher than 6-10% CTR, the users must have been tricked into clicking the ads? :-)

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[Rubber Duck]

And does this mean that if a site has a higher than 6-10% CTR, the users must have been tricked into clicking the ads? :-)

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No I don't think so. Some of my Parked domains regularly get over 50%. I think it is horse for courses. Different keywords attract different audiences with different agendas. I think the biggest problems arise when then there is a mismatch between keywords and content.