Drawing Fewer Clicks

Short NYT piece on the Comscore study. May mean we have to start looking at online very differently:

'... A recent study, by the research firm comScore, has found that the proportion of American Internet users clicking on display ads at least once a month fell to 16 percent from 32 percent over the 20-month period ending in March. And on top of that, just half of those clickers accounted for the overwhelming majority of all clicks on display ads ... '