An interesting apparition of the 80/20 rule : a Comscore report (via
Broadstuff), clustering internet users in clusters according to their
frequency of clicking on display ads, shows that 85 % of display ad clicks are due
to 8 % of internet users.
The real question — nearly impossible to tackle, though — would be that of the demographic differences between this 8 % and the remaining
The report’s summary :