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 Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

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

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

WEBINARS

Jobs

    • Web Production Specialist
      Web Production Specialist (Money Map Press) - BaltimoreMoney Map Press is looking for a self-starter to perform and oversee the production of daily...
    • Internet Marketing Campaign Manager
      Internet Marketing Campaign Manager (Straight North, LLC) - Downers GroveWe are looking for a talented Internet Marketing Campaign Manager...
    • Internet Marketing Specialist
      Internet Marketing Specialist (InteractRV) - DallasInternet Marketing Specialist InteractRV - Anywhere Telecommute, USA SEM | SEO | Content Creator...