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Men More Likely to Act on Ads, Women More Likely to Click

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Businesswomen deliver a 23% higher click-through rate for online ads than businessmen, who are 53% more likely, however, to take action—such as download a whitepaper, start a free trial, or make a purchase—after clicking on an ad, according to a study by Bizo.

When do business professionals view online ads? Most businessmen are night owls: 3:00 am Eastern time is when men are most likely to click on digital ads, whereas most women are likely to click at 5:00 am EST.

Men, however, are more likely to act on ads in the afternoon, at 4:00 pm EST, whereas women keep it early and are most likely to act at 11:00 am EST.

The following infographic illustrates when businesspeople are clicking on digital ads.

BizIndex

Below, other findings from the Bizo study, which explores how businesspeople interact with online advertising.


Some industry professionals are more likely to respond to online ads:

  • Professionals most likely to act on digital ads are from the media and Internet, business services, hospitality, and advertising and marketing industries.
  • Those most likely to click on ads are from the publishing, accounting, drug stores and pharmacies, veterinary services, and agriculture industries.
  • Those least likely to click are from the car rental, aerospace and defense manufacturing, media/music, boats and marine manufacturing, and higher education industries.
  • Those least likely to act are from the car rental, boats and marine manufacturing, weight/health management, construction/residential building, and graphic design industries.

Job roles also matter: Professionals who click most on digital ads tend to have job functions in areas such as operations change-management, IT/database, government sales support, and operations compliance.

Most actions taken on online ads are done so by professionals in C-level, IT, marketing, medical/health, and advertising roles.

About the data: Findings are based on data from the 80 million online business professionals in the Bizo network, collected from January to July 2010.


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