The type of individuals clicking on banner adverts has been outlined thanks to a collaborative study undertaken by comScore, Starcom Media and Tacoda. For those investing heavily in this method of promotion the report is not pleasant reading, as it indicates around 50% of hits are being generated by a non-profitable minority of about 6%.

Profiling this 6% has revealed these ‘Heavy Clickers’ are less than influential individuals with limited income and nearly no online spending. Tech Crunch outlined them as between 25 and 44 years-of-age, and despite not being financially active are tethered to the net a lot, frequenting job-boards, gambling venues and auction sites.

Although it has arguably always been known that hits are not the defining characteristic of success in the online marketing arena, this study lays it out. Engagement is ever increasing as the defining characteristic by which to judge the success of any online campaign.

A press release issued by comScore regarding the study can be read here.