[Google Fast Flip] The Smarter You Are, The Less You Click
The Smarter You Are, The Less You Click
If the latest numbers from online ad network Chitika are anything to go by, then we may well be on our way to the world of Idiocracy. According to the study, which compared click through rates to college education, the less educated your audience, the more likely they are to click through on an advertisement. While this may be good news for some, it certainly seems to spell doom for supporting intelligent content through advertising. The two states with the lowest click rate were Massachusetts and Washington, while the state with the highest click-through rate was West Virginia. These correlate very strongly, according to Chitika’s blog post, with the education rates in those states. The study works with stats on a large scale, comparing click through rates with education rates for entire states. The blog quotes Daniel Ruby, research director for Chitika, as saying that this should be taken as an opportunity. “Obviously, if you’re targeting a more educated demographic, you need to do a better job of making your ad worthwhile,” says Ruby. “This, like everything, is an opportunity to push the industry towards the idea of content first, sales pitch second, even among advertisements.” …
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