Consumers may spend a significant part of their day on social media but they are not all equally positive about what they see there. According to a new survey from NM Incite and Nielsen, 33% of users said that they are not pleased when ads appear on social platforms as opposed to other forms of digital advertising, ClickZ reported.
However, more than one in four respondents actually admitted that they are more receptive towards ads recommended to them by friends on a social networking site. In addition, another quarter of those polled said that they did not mind being identified based on their profiles on social platforms. Some 17% stated that they feel connected to brands they have been exposed to on social media.
Interestingly enough, the 2012 Social Media Report also found that ethnicity played a part in the response from users to social media advertising. People of an Asian descent were the most likely to engage with social media ads, with 41% saying that they are likely to click on the “Like” button on an ad shown on a social networking site, with almost one in three having bought an item after seeing a social media ad.
Overall, the study concluded that white consumers are the least likely to be influenced by social media ads. Just about 13% have shared ads that they had seen and only 12% ever made a purchase of a product or service they saw.
The report also found that users are more likely to buy a product or get a coupon to buy an item after seeing an ad than make an in-store purchase after being influenced by an ad.
Source: M2 Bespoke News