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British consumers hostile to messages from brands through social media


06/11/2012

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...which companies and brands need to tread with a great deal of care. It is very easy to spook the consumer on social media by making uninvited overtures or getting heavy handed with too many sales pitches.”

Other findings in the survey included:

- 75% of consumers say they belong to at least one social media network, with nearly 90% using social media once a week or more

- 86% of social media users say it would seriously put them off a social media site itself if it allowed businesses to send advertising and commercial messages directly to them, rather than simply delivering information through their news feeds

- 92% of users of social media channels want these networks to keep advertising ‘very separate’ from ‘real chat’ and never allow the two to become mixed up

The research also indicates differing attitudes between the sexes, as 87% of female respondents who belong to at least one social media network object to these sites being ‘invaded’ by advertising and commercial messages, compared to only 76% of their male counterparts. Nevertheless, women are more willing to engage actively with a brand or company by ‘friending’ or ‘liking’ its page, with 68% of female social media users having done so, compared to just 58% of men.

The results also show, unsurprisingly, that social media usage declines steadily with age, with the 18-24 age group being the heaviest users, at 90%. Yet, the young are the most outwardly hostile to commercial contact via social networks, with 88% of 18-24s on social networks deeming it an unwelcome intrusion, while older social media users are less averse to it, with only 75% of respondents aged between 45 and 54 and 81% of those in the 55-plus age bracket saying they do not want to see it on social networking... continued on page three >

 

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