Dear Marketer: It's Time to Say Goodbye to Clicks and Click-Fatuous

According to data from a ComScore/Starcom/Tacoda study in USA, the number of Internet user who click on display ads during a month (at least once) has fallen from 32 % (July 2007) to only 16 % (March 2009). The 16 % clickers split into 4 % Users (2007: 6 %) which are heavy clickers, and represent 50 % of all clicks! - 4 % (2007: 10 %) are moderate and 8 % (2007: 16% are light clickers ...


More from comScore on Natural Born Clickers -Updated

via Gavin O'Malley on Media Post

Does this mean, that marketer with click-fixation do not want to reach, do not care about the majority of 84 % of all Internet users?

Addendum
What to Measure? Only 16% of the Web Is Clicking Display Ads
But ComScore, Starcom Study Shows Banners Are Still Effective - especially When Paired With Paid Search ... more from Kunur Patel on adage.com