New data from Chitika indicate that Microsoft users—both browser and operating system—click on online advertisements more often than other users. And considering what a significant portion of the market those segments constitute, that’s pretty dang good news.
From a sample of over 130 million impressions, Chitika saw a click-through rate of 1.05% from Internet Explorer users, versus 0.66% from Firefox users, 0.50% from Safari users and 0.21% from Chrome users. Similarly, Windows users outclick their Mac and Linux counterparts, 0.92% to 0.52% to 0.46%, respectively. According to TechCrunch, even Bing has higher click-through rates than other search engines.
So why is this large audience clicking so much? Are they “gullible,” as TechCrunch asks, not savvy enough to switch browsers or recognize an ad, or simply more engaged?
For whatever reason, this large group of the market certainly constitutes a valuable segment for marketers.
What do you think? Why do Microsoft users click more?