From ClickZ

The conclusion: SEM campaigns must target both natural and paid components of the SERPS

+Women vs. Men: Women click more on paid ads vs natural search results

+College degree vs. non: Non-degreed clicks more on paid ads

+Frequent User vs. Occasional: Frequent Internet users click on natural listings over 65% of the time

+Experienced User vs. Newbie: Experienced users click on natural listings over 61% of the time

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