Natural Born Clickers: 50% drop in ad clickers

Heavy, Moderate, Light Display Ad Clicker Analysis
March 2009 vs. July 2007
Total U.S. – Home/Work/University Locations
Source: comScore
  Share of All Internet Users Share of Click-Throughs
Jul-07 Mar-09 Jul-07 Mar-09
Total Clickers 32% 16% 100% 100%
Heavy Clickers 6% 4% 50% 67%
Moderate Clickers 10% 4% 30% 18%
Light Clickers 16% 8% 20% 15%
Non-Clickers 68% 84% 0% 0%

[…]

“A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal – and it’s certainly not to generate clicks,” said Starcom USA SVP/Director, Research & Analytics John Lowell. “You want people to visit your website, seek more information, purchase a product, become a lead, keep your brand top of mind, learn something new, feel differently – the list goes on. Regardless of whether the consumer clicked on an ad or not, the key is to determine how that ad unit influenced them to think, feel or do something they wouldn’t have done otherwise.”

(via comscore.com)

According to this, 8% of users are doing 85% of the clicking. Given that most email in circulation is spam, these few gullible clicker people have ruined the internet for everyone else…

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