3% of users do 80% of clicks. 85% never clicks according to comscore. Interview about branding/clicks 

In the offline advertising branding is 66% of total & 34% direct mrk. In online advertising 75% is direct & 25% is branding. 3% of the people do 80% of the clicks and 85% does not click during the month. However after a display campaing accoording to comscore there is a 78% increase in webtraffic and 95% increase in search queries. Further there is within a month 17% more offline sales and 27% more online sales. But affiliates are only paid on the last click and not on branding affect. Mike Shaw dir. mrk Comscore tells the story behind the numbers.