Tuesday, February 19, 2008

Clicking Up a Storm

A comScore study finds that 80 percent of online ad clicks are generated by 16 percent of internet users. Furthermore, that 16 percent is not representative of the online population as a whole. It is skewed towards young, underpaid males.

The report shows that "heavy clickers" make up about six percent of the population but account for 50 percent of ad clicks. 30 percent of ad clicks are made by "moderate" clickers, a group that accounts for 10 percent of the population.

Because of this disproportionate representation, the report warns brand managers and ad buyers to go beyond using clicks as a measure of success. Strategically planned media buys would still seem to pay at the end of the day.