Study: Folks With Latest Version of IE Are Most Likely To Click On Ads

A new study by Chitika finds that, among users of Internet Explorer (IE), people with the most updated browser version (IE 10) were most likely to click on ads.

The findings seem to jibe somewhat with the idea the less-sophisticated users are more likely to click, in that the savviest users are more likely to be using alternative browsers like Firefox or Chrome. But keeping a web browser updated is a sign of a more sophisticated user. There’s the possibility, however, that many users of the latest version of IE have just bought new computers lately — new Windows machines ship with the latest version of IE.

Among users of IE 10, Chitika saw an average click-through rate of .045%, while IE 9 users showed an average click-through rate of .035%. IE 8 users were less likely to click, at approximately .028% click-through, and IE 7 users averaged around a 0.21% CTR.

Internet Explorer is the most popular browser in use in North America.

About The Author

Pamela Parker

Pamela Parker is Research Director at Third Door Media's Content Studio, where she produces MarTech Intelligence Reports and other in-depth content for digital marketers in conjunction with Search Engine Land and MarTech. Prior to taking on this role at TDM, she served as Content Manager, Senior Editor and Executive Features Editor. Parker is a well-respected authority on digital marketing, having reported and written on the subject since its beginning. She's a former managing editor of ClickZ and has also worked on the business side helping independent publishers monetize their sites at Federated Media Publishing. Parker earned a master's degree in journalism from Columbia University.