6% of users generate 50% of clicks on advertising

Once empirically, it was found that if you take an online group of 100 people, one will create content, ten will provide “interactive” (leaving comments or suggesting improvements); The remaining 89 users will limit themselves to viewing. It turns out that this rule of one percent (or a certain analogue of it) is observed even when switching to advertising banners on the Internet. Indeed, after all, clicking on a banner is already some kind of active action that not all users are capable of.

US media agency Starcom USA, together with the behavioral targeting system Tacoda and comScore, conducted a special study to determine the effectiveness of online advertising. Namely - who are the people who follow advertising links and “click” billions of advertising budgets? It turned out that the group of “advertising devourers” constitutes a relatively small part of the general Internet audience. Only 6% of users are responsible for half of all advertising transitions.

In their demographic profile, clickers are markedly different from the average audience profile. These are mainly people aged 25-44 from low-income groups of the population. They are four times more than the average spend online, especially like to attend auctions, gambling sites and job search sites.
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Thus, the CTR is generally poorly suited to characterize the effectiveness of a branding advertising campaign, experts conclude.