By Maximilian Clarke

The developed world is far more resistant than open to both finding out about and buying brands on social networks, suggesting that western consumers are becoming increasingly saturated.

Globally, emerging markets were largely more open to brands’ presence on social media platforms, with more developed economies markedly more hostile. This resistance may backfire for some brands, whose attempts to market may result in damaging their brands.

The TNS Digital Life survey- the most comprehensive global study of its kind- also revealed that for those who are open to brands’ presence on social media, they are less open to retail, preferring instead to use media to share views and read reviews than to purchase.

Contrary to certain preconceptions, age was not a determining factor to consumers’ openness to brands on social networks, suggesting that effective branding can leave businesses open to reach ‘vast audiences on social networks regardless of age’.

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