Could simply be that they are less familiar with the internet, people who have been using it for a while learn to filter out the banner ads to a certain extent.

Could simply be that they are less familiar with the internet, people who have been using it for a while learn to filter out the banner ads to a certain extent. If you are less familiar with using search engines etc, clicking big obvious links on pages might seem like the easiest way to "surf". I imagine if you looked at one of these people's PCs you'd find at least 6 toolbars installed in their browser.