Who clicks on all those Web ads?

Interesting post by danah boyd — a sociologist who has become known for focusing on social networks such as MySpace and how young people use (and abuse) them — about the billion-dollar question: Who is clicking on all those Web ads, and what does that say about Web advertising and about the online economy in general?

I know I’ve never clicked on a Web ad of any kind, or at least not out of a genuine desire to buy something. So who does? Research suggests it’s primarily lower-income Web surfers, and predominantly women. And the same research suggests that 99 per cent of people don’t click on ads, and only about .2 per cent click a lot.

Are they carrying the entire Web on their shoulders, and if so what does that mean? Read the whole thing.

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About mathewi

I'm the chief digital writer at the Columbia Journalism Review in New York, and a former writer for Fortune magazine and the Globe and Mail newspaper.

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