The number of online Americans who click on display ads has dropped by 50% since 2007 - and now stands at only 16% of all US internet users, according to updated results from the "Natural Born Clickers" study from comScore, Inc. and Starcom MediaVest.
via marketingvox.com
the article (avail at marketingvox link above) goes on to say the news is not all bad on display advertising - that even though clicks are down 50%, along with the percentage of users who do the clicking, the ads still have exposure value (like a [gasp] "old media" ad! nonetheless, sort of a wakeup call for marketers.