Legal Research

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

Full post as published by Stephen's Lighthouse on February 13, 2008 (boomark / email).