Study of online ad responses shows gender, industry variations

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San Francisco—A new study reveals differences in the way b-to-b target audiences interact with online ads, with variations by gender and industry.

The study, conducted by business targeting and ad network company Bizo Inc., found that women recipients have a 23% higher click- through rate than men; but, after clicking, men follow through with an action—such as downloading a white paper, starting a free trial or making a purchase—53% more often than women.

In addition, those who work in accounting, agriculture, pharmacies, publishing and veterinary services click the most, while those least likely to click on ads work in such industries as aerospace/defense, car rental, and higher education, marine manufacturing, and media and music.

The study is based on activity data, collected January through July, on 80 million business professionals in the Bizo ad network platform.

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