Japanese click on contextual ads not on purchasing purposes

A recent research conducted among goo Research monitor panel members showed that 70% of them clicked on contextual search ads. 

From the first sight it seems that Japanese advertisers should be very happy from the fact. Moreover, as Marsh Research found out online shopping was the second-most-popular online activity in the country with 78% of popularity. 

On the other hand, only 1%of those who used online search said it was “very useful.” While 44.6% of them found contextual ads in search results to be “useful to some degree,” and 4.5% “would not have them at all.”

To the great surprise of the advertisers, regardless of the large rate of clicking on the advertisements, only 14.3% of respondents have actually clicked on an ad to purchase goods or services online, while 80% of them said they didn’t click on it for this reason.