Clicking up a storm?

The vast majority of ad clicks are generated by a small percentage of online users, according to a report from comScore, commissioned by ad agency Starcom and AOL's Tacoda.

The study finds 80 percent of online ad clicks are generated by 16 percent of internet users. Furthermore, that 16 percent is not representative of the online population as a whole. It is skewed toward young men that don't earn much money.

"Heavy clickers" make up about six percent of the population but account for 50 percent of ad clicks. 30 percent of ad clicks are made by "moderate" clickers, a group that accounts for 10 percent of the population.

Because of this disproportionate representation, the report warns brand managers and ad buyers to go beyond using clicks as a measure of success. They are admonished to target campaigns to audiences through planned media buys.