84% of Internet Users Never Click on Ads

About 84 percent of Internet users never click on any ads, comScore says.

Conversely, eight percent of users are responsible for 85 percent of activity.

Should we be surprised by that? Not really, considering the Pareto principle, commonly known as the "80/20" rule.

Despite that pattern of behavior, it seems unlikely most advertisers will stop relying on click-through rates.