Danah Boyd asks… who clicks on web ads? Part of her answer…
Over the summer, Dave Morgan (AOL Global Advertising Strategy) blogged about a study that they did to investigate who clicks on ads:
What did we learn? A lot. We learned that most people do not click on ads, and those that do are by no means representative of Web users at large.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.
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.