Natural Born Clickers

A study commissioned by Starcom and Tacoda, and conducted by comScore shows that only 6% of the online population accounts for 50% of all display ad clicks.

While click-throughs are generally a valuable tool for judging campaign effectiveness, don't be fooled into thinking that they provide 100% accuracy. The study suggests that this small percentage of "heavy clickers" does not represent the click habits 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.

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