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…