Back in July, we wrote about ecommerce site Limited Run, which shuttered its Limited Pressing Facebook page, claiming that 80 percent of click-throughs to its page from Facebook were initiated by bots, according to a page logger that it built when it found that only 20 percent of click-throughs were actually arriving at its site. Online advertising firm Solve Media took a closer look at the issue of bots and uncovered some alarming statistics.
After analyzing more than 100 million monthly transactions, Solve Media found that:
- While the majority of bots originate from the U.S. due to sheer volume, countries with the highest percentage of non-consumer traffic include: Singapore (56 percent), Taiwan (54 percent), Philippines (43 percent), United Arab Emirates (33 percent), and Saudi Arabia (29 percent). The U.S. percentage is 16.
- Non-consumer traffic has jumped from 5.7 percent at the beginning of 2011 to 26 percent currently.
- Solve Media estimates that bots cause $1.5 billion in annual potential advertising waste, compared with estimates of $612 million by comScore and $4.7 billion by Incapsula.