U.S. Users Don't Mind Ads, Don't Click On Them Either

  |  March 16, 2010   |  Comments

Eighty percent of users claim they do not click on online ads.

The majority of online news users in the U.S. are accepting of online advertising, but most also claim to ignore it, according to data from the Pew Research Center's Project for Excellence in Journalism and its Internet and American Life Project.

The research, conducted during December and January, found 81 percent of online news users "do not mind" online advertising. However, 77 percent of respondents also said they tend to ignore those ads, with 42 percent claiming they "never" click on them, and 35 percent claiming to do so "hardly ever."

The research also found 21 percent of overall users click on ads "sometimes" or "often," with 80 percent clicking "never" or "hardly ever," as shown in the graphic below.

However, a report issued by comScore last week suggested ads don't necessarily need to be clicked on to be effective. Citing the results of studies conducted in 2008, that report found U.S users were 49 percent more likely to visit an advertiser's site having previously been exposed to a display ad. In addition, it found they were 40 percent more likely to conduct a search query on an advertiser trademark after seeing an ad, regardless of whether or not they clicked on it.

How Often Users Click On Advertisements


Graph above provided by the Pew Research Center.

ClickZ Live New York Want to learn more?
Attend ClickZ Live New York March 30 - April 1. With over 15 years' experience delivering industry-leading events, ClickZ Live brings together over 60 expert speakers to offer an action-packed, educationally-focused agenda covering all aspects of digital marketing. Register today!

ABOUT THE AUTHOR

Jack Marshall

Jack Marshall was a staff writer and stats editor for ClickZ News from 2007 until August 2011. 

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

A Buyer's Guide to Affiliate Management Software

A Buyer's Guide to Affiliate Management Software
Manage your performance marketing with the right solution. Choose a platform that will mutually empower advertisers and media partners!

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

WEBINARS

Jobs

    • Product Manager - Contract position
      Product Manager - Contract position (Wiley Publishing) - HobokenThis position can be located in either Hoboken, NJ or Indianapolis, IN. We are...
    • Manager of Online Advertising
      Manager of Online Advertising (Connections Education) - ColumbiaCompany Summary: Connections Education is a leading provider of high-quality, highly...
    • SEO Manager
      SEO Manager (Ziff Davis) - New YorkAre you an experienced digital marketer with enterprise level SEO experience that wakes up in the morning thinking...