Who is the ad click?
The report available under the link presents the socio-demographic profiles of the internet users who generate online ad displays as well as those who do not click. The paper also identifies markets with the highest share of users who click on ads and with the best click-through rate (CTR). The analysis covers Central and East European countries of: Estonia, Latvia, Lithuania, Poland, the Czech Republic, Slovakia, Hungary, Slovenia, Croatia, Romania, Bulgaria, Serbia and Ukraine.
According to the report, in Estonia and Ukraine it is women rather than men who click on ads (56 per cent vs. 44 per cent). However, the situation is quite the opposite in Bulgaria, Croatia and Serbia. In these countries, men constitute over a half of the internet audience who click on ads.
Similar differences are observed in terms of age. For example, in the group of internet users who click on ads, the share of persons between 16 and 24 years old is the largest in Ukraine (27 per cent) and Romania (26 per cent), and the smallest in Croatia (8 per cent).
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When it comes to the level of education, the structure of online population who click on ads is similar in all the researched countries. In each, more than half of users declare to have secondary or incomplete secondary education.
The quoted data has been taken from gemiusAdMonitor, a report concerning the most popular advertising formats, industries most often advertising online and trends in mobile advertising among others. The report is based on analysis of online campaigns (gemiusDirectEffect) as well as data obtained with the use of a tool for comprehensive management of ad space (AdOcean). The analysis includes 13 countries of Central and East Europe, i.e. Bulgaria, Croatia, the Czech Republic, Estonia, Hungary, Latvia, Lithuania, Poland, Romania, Serbia, Slovakia, Slovenia and Ukraine.
