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apophenia: Who clicks on ads? And what might this mean?

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    E-marketing

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    我们不断搜寻着来自世界各地的思维与脉络……

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Saved by 13 people (2 private), first by anonymouse user on 2007-12-03


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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 http://www.diigo.com/profile/

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.

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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.

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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