I knew it wasn’t a commonality, but the numbers provided by Solve Media show that it is extremely unlikely that you will click on a banner ad. A few years ago, Dave Morgan (AOL Global Advertising Strategy) wrote about a study that showed who is more likely to click on online ads. Here’s what he had to say:
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.
Microsoft researcher Danah Boyd went as far as to suggest that banner clickers are generally from lower income households, less educated, live outside of metro areas and are more likely to use social networks to meet up with people when compared with the average user. It doesn’t come as a surprise that banner clicks have decreased over the years but how will affect marketing strategies? I mean, why waste advertising dollars on an online campaign that the majority of the web doesn’t care for?