OCTOBER 22, 2008
Different ad types appeal to different users.
Age, income and visit frequency are closely related to US Internet users’ likelihood to click on ads, according to an August 2008 study by iPerceptions.
Four out of 10 US Internet users surveyed who were likely to click on any type of online ad made less than $50,000 per year, and and only 15% made over $150,000. Video ads drew even more respondents with lower incomes: 49% of those likely to click on video ads made less than $50,000 per year and only 13% made over $150,000.
Although likely clickers of text and banner ads were generally evenly distributed by age, dropping off sharply only after age 64, likely video ad clickers skewed especially young.
Nearly two-thirds of Internet users likely to click on online ads were weekly or daily visitors to the Website where the ad appeared; only 15% were first-time visitors and 6% went to the site sporadically.
It is no surprise that younger Internet users are more likely to click video ads, since they are far heavier online video consumers than those who are older—and far heavier Internet users overall.
A January 2008 study conducted for the Television Bureau of Advertising by Nielsen Media Research confirmed this trend yet again.
As for income, ad exposure and consumption by the wealthy are typically a mixed bag.
“Consumers with higher incomes are targeted for more ads, but they also use more tools to avoid ads such as DVRs and ad-blocking software,” said David Hallerman, senior analyst at eMarketer.
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