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October 2009 -- The results of an update to comScore's "Natural Born Clickers" research shows that the number of consumers who click on display ads fell from 32% of Internet users in July 2007 to 16% in March 2009, with an even smaller core of consumers -- representing 8% of the Internet user base-- accounting for 85% of all display ad clicks.
In 2007, comScore, along with survey partners Starcom and Tacoda, found that Heavy clickers, represented 6% of US Internet users and accounted for the top 50% of clicks. Moderate user (10% of Internet users), accounted for 30% of the clicks, and Light clickers (20% of users), accounted for 16% of the clicks.
By March 2009, those numbers had dropped substantially:
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