TRENDBIRD 
[Consumer] More Trouble for the Click-Through
comScore and Starcom USA have followed up a July 2007 study conducted with Tacoda that segments Internet users into heavy, moderate and light clickers and found that a decreasing percentage of users are making up an increasing portion of all click-throughs.
Heavy clickers only accounted for 4% of all Internet users in March 2009, but they were responsible for more than two-thirds of click-throughs that month. Both moderate and light clickers decreased in number and in share of clicks.
What’s more, nonclickers rose as a proportion of all Internet users by 16 percentage points. With just 16% of Web users clicking on ads in March, how informative are click-through rates?
“A click means nothing, earns no revenue and creates no brand equity. Your online advertising has some goal—and it’s certainly not to generate clicks,” said John Lowell, Starcom USA SVP and director, research and analytics, in a statement.
Marketers and researchers have suggested other metrics, such as the view-through rate, gross ratings points (GRPs) and dwell time as more appropriate gauges of success.
“It’s not the right metric,” said comScore chairman Gian Fulgoni of the click in a May 2009 interview with eMarketer. “It’s a really short-term view of how advertising works as a direct-response-oriented vehicle and not a branding-oriented one.”
[emarketer]
"Consumer" Other Trends in this category
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| (PDF) How Luxury Changes People ! | 2010/02/04 |
| (PDF) Consumers Don't Hate Ads After All | 2010/01/27 |
| (PPT) L.E.K.’s Media Consumption Survey | 2010/01/21 |
| Mobile Shopping Takes Hold Worldwide | 2010/01/21 |
| Study Confirms : Women Talk a Lot! | 2010/01/20 |
| P&G to Test Online Store to Study Buying Habits | 2010/01/19 |
| Forrester’s 2010 Customer Experience Rankings | 2010/01/13 |
| Consumers Take to Shopping by Smartphone | 2010/01/12 |
| Consumers Shopping Online And Liking It, Too | 2010/01/11 |
Trend Report - (Feb.2010)
Monthly Trend Report 2009
2009년 12월 : (12.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 11월 : (11.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 10월 : (10.2009_TRENDBIRD) Monthly Trend Report_Sample
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2009년 3월 : (03.2009_TRENDBIRD) Monthly Trend Report_Sample
2009년 2월 : (02.2009_TRENDBIRD) Monthly Trend Report_Sample
Annual Trend Report 2010 (샘플보고서 다운로드)
연간 트렌드 보고서 2010 소개 : (Intro) Annual Trend Report 2010
(01) "마케팅 / 비즈니스 / 컨슈머" 리포트 : (Marketing_Consumer) Annual Trend Report 2010
(02) "모바일 / 휴대폰 / 텔레콤" 리포트 : (Mobile_Telco) Annual Trend Report 2010
(03) "그린 / 친환경 / 대체에너지" 리포트 : (Green_CleanTech) Annual Trend Report 2010
(04) "인터넷 / 소셜미디어 / Web2.0" 리포트 : (Internet_SocialMeda) Annual Trend Report 2010
(05) "투자유치기업 / M&A / IPO" 리포트 : (Money_Funding_M&A) Annual Trend Report 2010
(06) "디자인 / 미래컨셉 / 디자인제품" 리포트 : (Design_Concept) Annual Trend Report 2010
(07) "아이디어 / 신제품 / 혁신제품" 리포트 : (Idea_NewProduct) Annual Trend Report 2010
(08) "헬스케어 / 바이오 / 의료기술" 리포트 : (Heatlhcare_BioTech) Annual Trend Report 2010
(09) "자동차 / 교통 / 운송기기" 리포트 : (Auto_Vehicle) Annual Trend Report 2010
(10) "럭셔리 / 패션 / 뷰티" 리포트 : (Luxury_Fashion_Beauty) Annual Trend Report 2010
Thanks, The Trendbird Team.
TRENDBIRD / Flacebo Corp.
(Future Trend Research & Consulting)