Posted on
June 8th, 2012

Consumers find Social media advertising least acceptable

A recent study of 2,000 consumers has revealed that social media is the least acceptable media channel for advertisers.

Of the 2,000 consumers polled, only a third (37%) said they were happy to see advertisements on social media sites such as Facebook and Twitter – the lowest total for any media. A fifth of the respondents (20%) said they were ‘unhappy’ when faced with adverts on social media sites.

The study also revealed that print and magazine advertising remains the most welcome channel of ads with 52% saying they are happy to see them and only 10% unhappy. Television and retail websites followed.

However, the report also found that over half of the consumers (52%) will accept online advertising if it means they are not required to pay for the content they are reading. Only 10% of the consumers said that they would be prepared to pay for content if it was free from advertising.

With regards to privacy, 62% of those surveyed said that the use of cookies for behavioural advertising causes them concern, however more than two thirds have the belief that they have the necessary tools to protect their privacy online.

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