8% of Internet users account for 85% of clicks

Defying the 80-20 principle, 8% of Internet users account for 85% of clicks (for display ads).

  • The number of people who click on display ads has dropped from 32% to 16% in the last 2 years.
  • 8% of all Internet users account for 85% of all clicks
  • 4% of all Internet users are considered "Heavy Clickers" – they make up 50% of all clicks.

           [Via a study conducted by Comscore/Starcom USA and Tacoda for US population]

This is an important finding for the simple reason that the notion of ‘clickthrough’ should be revisited and I couldn’t agree more with Comscore’s VP (Marketing) statement:

“marketers who attempt to optimize their advertising campaigns solely around the click are assigning no value to the 84% of Internet users who don’t click on an ad” – source

Bang on!

Time to go beyond the click? Well, yes! As web expands beyond the current form (for instance, International domain names), niche sites will emerge and measuring the audience (and content) based on clicks does not justifies the quality of the content (and that’s why we stopped accepting CPC ads).

Reminds me of a sign hanging at Einstein’s office that read:

"Not everything that counts can be counted, and not everything that can be counted counts."

What’s your take on the current state of online advertising industry?

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