Branding Rant

Thanks to WhyDoWork.com, I came across a study by Comscore which has found that most click-throughs come from heavy clickers, representing just six percent of the online population.

I’ve always been skeptical of the types of users more likely to click on ads but this is just amazing. Read this:

…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.

Isn’t that something? Should we follow CPM or CPA for buying into ads instead of CPC?

I think if you’re going to be running display ads in auctions, gambling sites and career services sites, you might want to be weary about going by CPC instead.

Somehow I can imagine those game-like ads on MySpace would get a lot of click-throughs from this audience, too.

Check out the full ComScore report about heavy clickers here.

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