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How do businesspeople interact with online ads? Women click on them, men act on them, and both genders do so at vastly differing times of the day (and night).
Online ad targeting firm Bizo undertook a survey of over 80 million business professionals between January and July of this year.Among their findings:
- Women deliver a 23% higher clickthrough rate than men, but men are 53% more likely to buy, start a free trial, download or complete a desired action than their female counterparts.
- When guys do click, it's at 3:00 a.m (EST). Women are more likely to click at 5 a.m. Men are most likely to act at 4:00 in the afternoon, women at 11:00 a.m. One assumes these average times are skewed based on different US timezones.
Job Roles, Industries Matter
- Who clicks the most? People who work in publishing, accounting, drug stores/pharmacies, veterinary services and agriculture.
- Least-likely clickers work in car rental, aerospace and defense manufacturing, media/music, boats and marine manufacturing and higher education.
- Those most inclined to act on advertised offers work in business services, media/internet, hospitality, advertising/marketing.
- Least likely to act are professionals in (again) car rental, aerospace and defense manufacturing, as well as those in weight/health management, construction/residential building and graphic design.
- Top clickers are employed in the following roles: operations change management, IT database, government sales support and operations compliance.
- The most actions are taken by C-level executives, IT, Marketing, medical/health and advertising professionals.