angry-at-email

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.

Tags:

ClickZ Live Chicago Join the Industry's Leading eCommerce & Direct Marketing Experts in Chicago
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda and register by Friday, Oct 3 to take advantage of Early Bird Rates!

ABOUT THE AUTHOR

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

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Stats delivers stats headlines to your inbox twice a week. Subscribe today!

COMMENTS

UPCOMING EVENTS

Featured White Papers

IBM: Social Analytics - The Science Behind Social Media Marketing

IBM Social Analytics: The Science Behind Social Media Marketing
80% of internet users say they prefer to connect with brands via Facebook. 65% of social media users say they use it to learn more about brands, products and services. Learn about how to find more about customers' attitudes, preferences and buying habits from what they say on social media channels.

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising

An Introduction to Marketing Attribution: Selecting the Right Model for Search, Display & Social Advertising
If you're considering implementing a marketing attribution model to measure and optimize your programs, this paper is a great introduction. It also includes real-life tips from marketers who have successfully implemented attribution in their organizations.

Jobs

    • Tier 1 Support Specialist
      Tier 1 Support Specialist (Agora Inc.) - BaltimoreThis position requires a highly motivated and multifaceted individual to contribute to and be...
    • Recent Grads: Customer Service Representative
      Recent Grads: Customer Service Representative (Agora Financial) - BaltimoreAgora Financial, one of the nation's largest independent publishers...
    • Managing Editor
      Managing Editor (Common Sense Publishing) - BaltimoreWE’RE HIRING: WE NEED AN AMAZING EDITOR TO POLISH WORLD-CLASS CONTENT   The Palm...