Why Online Advertisers Should Fear Web Savvy-ness?

I was reading Technology Evangelist and had an ‘aha’ moment when I read these lines:

Digg users don’t click ads. Why does this matter? Because Digg users are sophisticated web users.

As more web users become as sophisticated as today’s Digg users, click through rates will plummet.

Read the whole article for the context, but the gist is that when Digg visitors come to your site, your CTR drops a great deal (he mentioned as much as 75%). If web savvy users don’t click ads, what happens when the percentage of web users who are savvy gets bigger? What happens when the non-web savvy spend time online and get savvy?

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