Percentage of Internet users clicking on display ads halved in two years

The percentage of U.S. Internet users who click on display ads has fallen 50 percent in the last two years, according to a study by comScore, Starcom and Tacoda. The findings (Techmeme), an update to research conducted in 2007, found that 16 percent of Internet users in March 2009 clicked on display ads, down from 32 percent a year ago. In addition, only 8 percent of the Internet user base accounts for 85 percent of all ad clicks.

ComScore, Starcom and Tacoda lumped these ad clickers into heavy, moderate and light. Here's the scorecard:

The big takeaway from researchers is that display ads should be measured by something other than click-through. Shelby Bonnie, former CEO of CNET, agrees and laid out a few ideas on TechCrunch.