Research: Repeat visitors more likely to click Online Ads

Age, income and visit frequency are closely related to US Internet users’ likelihood to click on ads, according to a study by iPerceptions and reported by emarketeer. Some of the key points of the study were:

• Nearly two-thirds of Internet users likely to click on online ads were weekly or daily visitors to the Website where the ad appeared; only 15% were first-time visitors and 6% went to the site sporadically.
• Likely clickers of text and banner ads were generally evenly distributed by age
• Younger Internet users are more likely to click video ads, since they are far heavier online video consumers than those who are older—and far heavier Internet users overall.
• Four out of 10 US Internet users surveyed who were likely to click on any type of online ad made less than $50,000 per year
• 49% of those likely to click on video ads made less than $50,000 per year

Interesting observations which drive even more emphasis to the point of retaining users and making them loyal thus reinforcing the point about quality of content.
More Research:
Online Advertising Preferences of Consumer
Forrester Social Web research