Influx

According to some recent research from Starcom, your online plan might be up in flames, that’s because just 6% of users are accounting for 50% of clicks.

These “Natural Born Clickers” just seem to love those banners and seem to be clicking way more than any other member of the population.

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.

I thought online was going to save us, now it just looks like its
created another problem.

What’s going to happen when the people you want, don’t watch and don’t click?

Posted by Ed Cotton