If marketing and SEOs get aware of this study of Pennsylvania State University, they'll be beside themselves with joy. Though the study says that testers click on sponsored links in the results list of a search engine less than two times out of every ten searches (a rate of 16%), it notes that "there is plenty of upside growth potential." Fortunately, click rate of sponsored links didn't increase when these links weren't separated from regular "organic" links any more. Penn State assistant professor in the College of Information Sciences and Technology and lead author Jim Jansen grants users more wide-awakenness, but considering the "growth potential" of sponsored links further development in this area is to be feared. (Source)