Technofriends

Google and other online ad networks have been spending quite a lot of their energy and time on the possibility to predict the web user’s activity. In an attempt to uncover the same, Chitika, an online ad network has released its findings which says that Advertising click rates are inversely proportional to the “tech-savviness” of the end user who receives the advertisement. The study was conducted on just over 11 million impressions.

When comparing the different types of traffic that come through their advertising network, the researchers at Chitika compared the different types of Google traffic – people who click on the “Google Search” button, people who search by hitting the enter key, people who search from browser toolbars, etc. While the overall clickthrough rate for the entire Google-searching sample was 0.95%, the people who searched by clicking on the search button at Google.com clicked ads at a 1.56% rate, over half again higher.

So it appears that advertising click rates are inversely proportional to the “tech-savviness” of the people receiving the ads. By defining a user’s tech-savviness, it’s possible that ad networks going forward will be able to target better and better, driving revenue for websites while showing less ads.

While the study assumes the tech-savinness of the end user by his search choice, it certainly is an interesting statistic to look at.

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