6% of Users Are Responsible for 50% of Clicks on Ads
A new study conducted by Starcom, Tacoda and comScore aptly named “Natural Born Clickers” reveals that 6% of online users are responsible for 50% of all clicks on online ads.
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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