What does it take to get Internet users to click on ads? Advertisers have been trying to unlock that mystery for years. With the average click-through rate at .09%, new research commissioned by AdKeeper and WPP’s 24/7 Real Media, and conducted by Nielsen, might have the answer.
The study conducted in March among 600 people ages 18 to 54 looked at consumer behavior in an attempt to understand why some Internet users don’t click on ads. The range includes banner, expandable, video and rich media, excluding search marketing and Facebook. Those who participated in the study “hardly ever or never” click on advertisements they see across the Web.
There was a lot of buzz last week about Procter & Gamble’s decision to move spend away from TV soaps and daytime dramas and toward digital channels. And our most recent report (our annual look at consumers’ online behaviors), published today, supports this trend. For the first year ever, the average time US consumers report spending online is the same that they report spending watching offline TV. While Gen Yers have been spending more time online than watching TV offline for a few years now, this is the first year for Gen Xers. And Boomers now report spending equal time for both. Of course, Seniors Boomers still report spending most of their media time offline.
Twitter, like Facebook, may have quickly become one of the Internet’s best-known brands in recent years, but only 8% of American adults online are using the microblogging service, according to a new study by the Pew Research Center’s Internet & American Life Project. That figure equates to 6% of the total U.S. population.
The study found that Twitter, not surprisingly, was more popular with young people, minorities, and urbanites. It also showed that about a quarter of users check Twitter several times a day for new material and that overall, they post a wide variety of content to the site.
The Pew Internet Project has asked in prior surveys whether participants ever go on the Internet to use Twitter or another service to share updates about themselves or see updates about others. In September 2010, 24% of Internet users answered “yes.” But that left open a question as to what portion was specifically using Twitter, leading to a greater focus on the social networking service in Pew’s November tracking survey.
In the latest study, people were simply asked, “Do you use Twitter?”
NY Times, 12/2/10
The research firm IDC predicts that in 2011, computing’s third major technology wave will become mainstream, when computers held in one’s hand — smartphones and tablets — really take over and start putting personal computers in the rearview mirror.
Next year, the research firm says in a report published Thursday, there will be 330 million smartphones sold worldwide and 42 million media tablets. Tablet sales are expected to more than double next year, and to keep climbing, “breezing by netbooks, the phenomenon of two years ago,” said Frank Gens, chief analyst for IDC.
IDG News Service, 12/1/10
U.S. Web users should be able to sign up for a do-not-track list that would prohibit websites and advertising networks from following their movements online, the U.S. Federal Trade Commission said.
The do-not-track list, modeled after a national do-not-call list targeting telemarketers, would help consumers better protect their privacy because a uniform mechanism for opting out of online tracking does not yet exist, the FTC said in an online privacy report released Wednesday. The do-not-track list could be implemented by the Internet industry or by the U.S. Congress, the FTC said.