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BizReport : Advertising archives : February 20, 2012

Brits' use of Facebook plateauing

Brand engagement on Facebook may not be as positive as previously thought. A new study from YouGov in the UK found many British online consumers aren't influenced by their friends' brand activity and many are becoming bored with the social network.

by Helen Leggatt

yougov logo.pngWhen YouGov asked 1,275 UK consumers whether they would be more positive about a brand that their friends had followed or 'Liked', nearly half (44%) said no, they wouldn't.
Furthermore, despite hearing good things about a brand 43% wouldn't talk about it on a social media site.

And what about those ads that are targeted and personalized to a user's profile activities? Consumers aren't impressed. Just under half (47%) said they don't like them.

"It appears that whilst social media can be a key tool in the brand marketer's armory, in particular to maximize commitment amongst those already highly engaged with the brand, it has not quite reached the effectiveness necessary to be considered as a truly mass media marketing tool," said Dan Brilot, Media Consulting Director at YouGov.

There are also signs of Facebook fatigue among British social media users. YouGov's survey found that Facebook's popularity appears to be fading. Just under a quarter (23%) that actively use Facebook say they use the social network less than they did last year and 19% expect to use it even less in one year's time.

Tags: ad targeting, brand marketing, consumer insight, f-commerce, Facebook, social media, social network, UK

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