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1) Most internet savvy people will click on the natural listings more because the understand what sponsored listings are.
2) People (savvy or not) will use the natural listings more during the purchase research cycle, then when the time to buy comes, they'll use the sponsored listings expecting to be sent directly to thier desired product so that they can conduct thier purchase quickly and easily.
3) Stats I've come accross from various sources (conferences and the such) say that it is a 60/40 split in favor of the natural listings.
Hope this info helps.
Most of the people I have observed and questioned say they ignore the paid listings at the top of the page. Thanks for your input.