In Russia, the estimated "natural born clickers"

Research company somScore find out who clicks on the advertising messages on the Russian Internet. It was found that only 10% of users click on display ads each month. But 2% of the audience provide more than half (58%) of the total number of clicks. As the authors note that the majority of "heavy" clickers - users aged 35-44, most likely - a female. In contrast to the "typical" Internet users, "heavy" clickers spend 2,5 times more time online, browsing in 2,5 times more Web pages, showing interest in the site categories "gambling", "education" and " sport "than differ significantly from" non-clickers. " "Non-clickers," according to a report comScore - 90% of Russian Internet users over 15, ie the share of "clickers" in RuNet is only 10% of the audience. "Clickers", in turn, are subdivided into "light", "moderate" and "heavy." But the data about what features of each category of clickers are not so important. The main idea of ??the report, which stated Mike Shaw, director of marketing somScore, this is - it is dangerous to use the data on clicks as the primary endpoint of the display campaign. The reason for this - too small a proportion of users who actually clicks on the ad.