Most content on the Internet is generally free. So that raises the question: Who exactly is paying for the content being free? This Chitika Insights study digs into that question.

With most people now being accustomed to their Internet content being free, one often wonders: Who is it that is paying for all this free content?

Well, the answer is: Advertisers.

Correct – but who exactly are the ones clicking on those ads?

To answer that question, Chitika Insights looked into its trove of data to see who clicks on ads in the Chitika network.

Before we proceed, let us look at the methodology here:

Study Methodology

This study was done using data from the Chitika network. Chitika analyzed millions of impressions from its ad network looking into the usage patterns of its viewers and clickers.

By analyzing the ad data, this study and insights were extracted. Read more about the methodology here.

Key Findings

Only two in 100 people who browse the Internet actually click on the advertisements that fund websites, according to a new report by online ad network Chitika.

“2% Of Internet Population Paying For 100% Of Internet” – Chitika Insights

The study, based on the actions of 86 million Internet users over a two-week period, helps illustrate the value of an individual “clicker,” and the vast business potential that remains untapped for website owners and advertisers alike.

During a two-week period in October, Chitika monitored ad clicks of a sample of 86,683,507 anonymous individuals throughout their 60,000+ publisher network to determine what percentage could be classified as “clickers.”

During the two weeks focused on for this study, 1,863,710 of the anonymous individuals actually clicked on an ad at least once, for a 2.15% “clicker” rate.

Clickers Graph


Chitika has long championed the idea of knowing when not to show ads, claiming that by being able to accurately predict a user’s likelihood to click, the online advertising world can become at once less intrusive and more effective.

newspaper crowd

Replacing old-media theories of advertising to demographics with predictive targeting towards the people most likely to act on an ad appears more and more viable with improving technology, and can go a long way towards helping online advertising dominate its traditional media counterparts.

This study also reveals the value of targeting past converters in your conversion rate optimization. Someone who has bought from you before, or clicked on your ads, is far more likely to convert again.

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