Your browsing habits say so much about you, but the browser that you use also gives some powerful insights into who you are a person. Firefox users for instance, are heavy customizers and like to make things their own; Internet Explorer users are very parochial and stuck in their ways; Chrome users are lovers of simplicity—I could go on but I am sure you get the point.
Advertisers tap into these idiosyncrasies in order to make money and the latest findings into how much the different browser user clicks on ads will some fuel to the debate over browser CTR and ad-efficiency. Online advertising network, Chitika compiled some handy which gave some surmising insights into which browser gives advertisers the most clicks for their buck when targeting both mobile and regular users.
The big surprise
If you had to guess which browser was most efficient at delivering clicks, you’d probably go with Internet Explorer or Google Chrome on the strength of their tremendous market share. But you’d be wrong—very wrong. According to the data compiled by Chitika, the most efficient browser for delivering ad-clicks is Opera.
According to Chitika, hundreds of millions of impressions were looked at for US and Canadian users and from every perspective, Opera led the field with a 2.12% CTR. It was followed closely by Safari mobile with a CTR of 1.54%. Third was Internet Explorer (1.14%); followed by Android browser in fourth place with 0.81%. Safari figured twice in the compilation and showed up again in fifth position with a CTR of 0.80%. Perhaps the biggest surprises on the list were Firefox and Chrome which took 6th and 7th position respectively with CTRs of 0.68% and 0.54%.
Safari browser users have a penchant for the complex
I say ‘complex’ because Chitika also took a look at the average query length—i.e. the number of keywords that made up a search. On average Safari users typed in 5.08 words per query WPQ); this number went up even further for Safari mobile with an average query length of 5.17. Safari’s closest competitor in this regard was Firefox with an average query length of 5.05 WPQ; it was followed closely by Chrome on iOS with a query length of 4.84.
The larger question here I suppose is why despite having such a small share of the browser market, does Opera have such high CTRs? The answer is not straightforward or scientific, but one suggestion is that the fact that Opera has fewer integrated ad-blockers, more and more advertising is able to get through. One other possible explanation being bandied about is screen size; some people believe that users are more likely to ‘accidentally’ click on a banner or text ad on their smartphone as opposed to their desktop computer.
Whatever the explanation, the Chitika study will almost certainly anchor the efforts of advertisers and web developers. Opera and Safari are in a way, niche browsers but more and more they are becoming mainstream. Developers and advertisers therefore will ride the wave of use until they become too cluttered and inefficient—much like the large mainstream browsers.
Do you click on ads depending on the browser you are using at the time? Share your thoughts on the Chitika findings using the comments below.
http://www.sitetrail.com/2012/11/12/chitika-more-clicks-opera-safari-ctr-publisher/
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