Study: Web Users Click on Fewer Banners

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Web audience measurement firm NetRatings recently reported in its weekly Online Observer Report that during the week of June 21-28, the average Web user saw 132 banner ads but clicked on only 1.25 of them, a 1 percent response.


One analyst attributes this 50 percent decrease in click rates from last year to the growing number of banner ads that consumers are viewing. Other findings show that there were 154.4 million banner-ad impressions in the books and CDs categories, an increase of 50 million from the previous week. The top five banner ads viewed were Goto.com, Kingston Technology, Music Boulevard, Spree.com and K-Tel Express.

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