Consumers Most Annoyed by Ads on Social Networking Sites

  |  December 13, 2012   |  Comments

A new study from NM Incite and Nielsen has found that 33 percent of consumers find ads on social networks more annoying than an average online ad.

A new study from NM Incite and Nielsen has found that 33 percent of consumers find ads on social networks more annoying than an average online ad.

While consumers tend to not enjoy ads on social media, 26 percent of those surveyed reported to be more open to advertisements recommended by a social networking friend. Another 26 percent said they were OK with being ID'd based on their social media profiles.

Nearly 17 percent of those surveyed also reported that they feel connected to brands seen on social networking platforms.

The statistics come from a new study that delved into growing trends in the social media realm. Nielsen and NM Incite's 2012 Social Media Report looked into the ever-evolving social networking industry to discover how 2012 was different from years' past.

When it came to ads the study found that ways of interacting with social ads varied by ethnicity. The study found that Asian-Americans were the most likely demographic to engage with social media ads.

Almost 41 percent of Asian-Americans surveyed were reported as most likely to "like" a social media ad. Another 31 percent of Asian-Americans surveyed were reported to have bought an item after seeing a social media ad.

According to the study, 22 percent of Hispanic-Americans were found to have made purchases after seeing a social ad. Nearly 21 percent of Hispanic-Americans surveyed also reported to have shared ads after seeing them.

The study found that 29 percent of African-American consumers surveyed were said to "like" ads after viewing them. Another 18 percent of African-American consumers surveyed were found to purchase items after seeing a social advertisement.

Nielsen and NM Incite reported that White consumers were the least likely to engage with social networking ads. The study found 13 percent of White consumers shared ads, while another 12 percent made a purchase after seeing an ad on their social network.

The study found that the most common form of interaction across all demographics was to either purchase an item or obtain a coupon after seeing an ad, while making an in-store purchase was the least likely mode of engagement after seeing a social media ad.

Image on home page via Shutterstock.


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James is a freelance writer and editor. In addition to ClickZ, his work has appeared in publications like V3, The Commonwealth Club,, and Shonen Jump magazine. He studied Journalism at Weber State University.

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