Facebook ads, comments ineffective at prompting purchases

If Facebook wants to generate revenue from its 900 million users it can't rely on ads and comments. The Reuters/Ipsos survey of just over 1,000 Americans, 21% of whom had no Facebook account, found that four out of five Facebook users have never made a purchase as a result of a comment or an ad on the social network.

Furthermore, a third of Facebook users were found to be spending less time on the social network and just 20% were spending more time.

Facebook's disappointing IPO hasn't done much to impress the social network's users. Almost half (44%) of those polled said they had a less favorable view of the company since it went public.

According to Reuters' press release, "Facebook declined to comment in detail on the survey, but referred to case studies of companies such as Nutella, which found that a 15% increase in sales was attributable to Facebook, and restaurant chain Applebee's, whose Facebook ads delivered a threefold return on investment."

Earlier this year, ExactTarget conducted a poll that revealed while consumers thought social media messaging influenced their buying decisions more than email, it was actually email that prompted more purchases - Facebook 1%/Twitter 4% vs. email 46%.

Tags: Facebook, purchase behavior, social ads, social media, social messaging, social network