apophenia: Who clicks on ads? And what might this mean?
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Saved by 24 people (-5 private), first by anonymouse user on 2007-12-03
- Jaromir on 2009-04-15 - Tags web , ad , tws
- Gbarberi on 2008-06-13 - Tags advertising , online , web2.0 , marketing
- Frufrufour1 on 2008-06-06 - Tags research , advertising , web , apophenia
- Cjuon16 on 2008-03-28 - Tags AdWords
- Fre_entity on 2008-03-27 - Tags adds , addsense , advertisement , e-marketing , ppc , research
Public Sticky notes
Ninety-nine percent of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month. Less than two tenths of one percent click more often. That tiny percentage makes up the vast majority of banner ad clicks.
Highlighted by danlandin
Who are these "heavy clickers"? They are predominantly female, indexing at a rate almost double the male population. They are older. They are predominantly Midwesterners, with some concentrations in Mid-Atlantic States and in New England. What kinds of content do they like to view when they are on the Web? Not surprisingly, they look at sweepstakes far more than any other kind of content. Yes, these are the same people that tend to open direct mail and love to talk to telemarketers.
Highlighted by danlandin
Of course, while the ad world is obsessed with clicks because they can measure those, ad receptivity is more than just clicks. While people dream of adding clicks to TV, TV ads have been tremendously successful without the clicking option. Brand recognition, for example, is an acceptable outcome from the POV of many marketers. But the web lets us measure clicks so advertisers tend to care about clicks.
Highlighted by danlandin
Ninety-nine percent of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month. Less than two tenths of one percent click more often. That tiny percentage makes up the vast majority of banner ad clicks.
Who are these "heavy clickers"? They are predominantly female, indexing at a rate almost double the male population. They are older. They are predominantly Midwesterners, with some concentrations in Mid-Atlantic States and in New England. What kinds of content do they like to view when they are on the Web? Not surprisingly, they look at sweepstakes far more than any other kind of content. Yes, these are the same people that tend to open direct mail and love to talk to telemarketers.
Highlighted by piggex
Ninety-nine percent of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month. Less than two tenths of one percent click more often. That tiny percentage makes up the vast majority of banner ad clicks.
Who are these "heavy clickers"? They are predominantly female, indexing at a rate almost double the male population. They are older. They are predominantly Midwesterners, with some concentrations in Mid-Atlantic States and in New England. What kinds of content do they like to view when they are on the Web? Not surprisingly, they look at sweepstakes far more than any other kind of content. Yes, these are the same people that tend to open direct mail and love to talk to telemarketers.
Highlighted by piggex
Over the years, I've read all sorts of speculations about search engine ads suggesting that people click on ads:
- Because they don't know that they're ads.
- Because they are perceived to be of greater quality than the actual search results (for example, in searches for travel).
- When they're searching for something that they want to purchase (intent to buy = desire to get to merchants quickly).
- When they're bored.
- When they think that they might win something or get something for free.
Highlighted by om19bao
Ninety-nine percent of Web users do not click on ads on a monthly basis. Of the 1% that do, most only click once a month.
Highlighted by om19bao
Who are these "heavy clickers"? They are predominantly female, indexing at a rate almost double the male population.
Highlighted by om19bao
my hypothesis would be that heavy ad clickers are:
- More representative of lower income households than the average user.
- Less educated than the average user (or from less-educated environments in the case of minors).
- More likely to live outside of the major metro regions.
- More likely to be using SNSs to meet new people than the average user (who is more likely to be using SNSs to maintain connections).
Highlighted by om19bao
Public Comment