EQUTE — New research shows again that Microsoft users have a better click through rate for advertisers.

According to Chitika, a survey of 135 million impressions showed 1.05 percent of clicks came from consumers browsing with Internet Explorer — 40 percent higher than Firefox users (0.66 percent), 50 percent more than Safari users (0.50 percent) and 80 percent higher than Chrome users (0.21 percent). By operating system, Chitika found that 0.92 percent of its clickers were using Windows vs. 0.52 percent using Mac OS and 0.46 percent tooling with Linux.

Gavin Dunaway, of Adotas, had some interesting insights into why this might be.

Some of this I believe goes to the branding — Google is getting an increasingly snotty rep — similar to its mobile competitor Apple. It’s smarmy kids that dress like Justin Long who are Googling on their iPhones (Droids?) — a stereotype for sure, but one that is continually propagated by the media. Microsoft has long been a media punching bag — can you be more condescending than calling Microsoft users gullible?

Microsoft, as much as a misnomer as this may be, seems to appeal more to common people, something it’s shot for increasingly in its ad campaigns — and those would be who advertisers are shooting for.

Even trying to partner with the animated TV series “Family Guy,” which definitely falls toward the low end of middle brow, for the Windows 7 launch was an attempt to appeal to the masses. A friend sent me an unironic video for how to host a Windows 7 installation party — I laughed, but at the same time realized how stuck up I appeared. (I should note I’m a Mac user and a Googler, and I’d like to believe my preference is about function rather than intellectual snobbery.)

As Microsoft continues to be rolled out with new systems as normal, Bing ad clicks will keep on going up, after the holidays would be a great time to get ads going on Bing if you haven’t done so and take advantage of all those new computers.