The 6% of Web users who generate 50% of ad clicks

smvgroup.com

9 points·jraines··5 comments

This looks fishy. These guys obviously have a conflict of interest with regard to the study, as they're trying to sell you their marketing analysis services.

This reminds me of the studies conducted on google adwords, where research companies said that 30% of clicks were clickfraud. They arrived at this number by getting a group of ad purchasers together and asking them what the number was. They guessed, and their guesses were averaged. I think another study said the number was closer to 80%, but again their methodology was poor.

I don't buy this. That this study covers two million people doesn't mean it is representative, because these were people that filled in an online survey and talked about their attitudes and intentions. They missed a huge part of the internet users who, by and large, have better things to do, and don't fill out surveys.

In fact, 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.

So basically, the heavy clickers are losers who live in their parents' basements?

I read a similar study result a few months ago, posted here also, except I seem to remember that one implicating females rather than males, as this one does.

I doubt it because they left out porn and WoW.

Im surprised that people who spend more time online would be more likely to click adverts.

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