Is there a correlation between the likeliness of internet users to click on advertising and those users’ location?

As a part of Priceonomics’ data-driven storytelling initiative, they approached us for a compelling dataset. We decided to share the click-through-rates from millions of AdRoll impressions across 100 cities and all 50 states.

They created an index to rate the frequency of clicks from one to 10 (with 10 being most likely to click). You’ll find the full article at the Priceonomics blog, but we’ve collected two of the major findings here:

Southern, Midwestern and Northeastern Residents Are Most Likely to Click



The East Coast, South and eastern Midwest states are much more likely to click on ads than the rest of the country, with internet users in Mississippi taking the top spot. On the flipside, the West Coast and Oregon, Utah and Wisconsin stand out for being least likely to click.

High-Tech Cities Appear Least Likely to Click


Many cities in the greater San Francisco Bay Area, like Sunnyvale, Santa Clara, San Francisco and Freemont rank as the 15 cities least likely to click.  The cities most likely to click don’t similarly follow a clear narrative, as it contains the largest city in America—New York City—and major cities in the Deep South and a smattering of cities across the Midwest.

Moving Beyond Clicks

The metric used in this study—the click-through rate—is perhaps not the de facto measurement method for advertising success. Since few click on digital ads, the industry is gradually accepting a more nuanced understanding of advertising that takes into account the power of ad views.