B Evidence Grade B Safe to Cite Dated

6% -- display ad click through rate for US online population (Q1 2008)

Name: Display Ad Click Through Rate Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-12

Q1 2008 · Comscore, Inc.

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Attribution: Comscore, Inc. View source

Lighthouse Research Team

Last verified: 2026-08-12 · How we verify data →

Source verified Evidence graded

Value

Unit

Percentage

Data Vintage

Q1 2008

Entity

US online population

Geography

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

60/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Comscore, Inc. Primary Tier A

https://www.comscore.com/fre/Perspectives/Communiques-de-presse/2008/02/Display-Ad-Click-Through-Beh… ↗

Confidence: 71/100 Vintage: Q1 2008 Channel: Deep Crawl

Source Article

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New Study Shows that Heavy Clickers Distort Reality of Display Advertising Click-Through Metrics Starcom, Tacoda and Comscore’s “Natural Born Clickers” findings suggest “the click is dead” as go-to measurement of effectiveness for brand-building display advertising campaigns CHICAGO, February 12,200…

Original Research

Comscore, Inc. · Original study ↗

Segmentation

Industrymarketing RegionUS RoleAll marketers Channelpaid_ads

Cite this stat

Plain Text

US online population: 6% display ad click through rate. Source: Comscore, Inc. (Q1 2008). Via Lighthouse Intelligence -- https://lighthousedata.io/data/display-ad-click-through-behavior

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<blockquote cite="https://lighthousedata.io/data/display-ad-click-through-behavior" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>6%</strong> -- display ad click through rate for US online population<br><small>Source: Comscore, Inc. (Q1 2008) · <a href="https://lighthousedata.io/data/display-ad-click-through-behavior" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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