Half of Britons cutting down on social media due to sheer volume of ads
Survey by Lithium Technologies reveals the most trusted sources of information online
LONDON 5 May 2016 – New research reveals the sheer volume of advertising has caused over half of Britons to stop or cut down on their use of social media. Over two thirds of UK adults (67 per cent) don’t like it when brands target them on social media, and a large majority (80 per cent) prefer to connect with actual people on social channels.
The survey of UK consumers, commissioned by Lithium Technologies and conducted by Harris Poll, casts new light on the way brands use social media to target customers. The findings show that social media can be a valuable tool for marketers but brands need to focus on engaging on a personal level, as opposed to using the channel to mass broadcast to followers.
The study showed that although family and friends are most trusted when it comes to making purchasing decisions, Britons are most likely to trust websites containing peer reviews when looking for information about a product or service. The data reveals that seven in ten UK adults will not buy something that does not have positive online reviews.
The growing influence of celebrities is also highlighted in the survey, with 40 per cent aged 35-40 trusting celebrities a fair amount, up from 26 per cent in 2014. The emergence of new digital platforms, such as Instagram and Pinterest, has contributed to this trend with more people having access to a glimpse into the lives of celebrities.
“Social media can be a powerful tool for brands looking to establish trust and engage with their customers online,” said Fabrice Etienne, Marketing Director, Lithium Technologies, EMEA. “But brands need to be aware that direct advertising and pushing information broadcast style on social media isn’t effective. It’s also important to understand who holds the most influence, where their customers go to do their research, and which sources they trust most.”
About Lithium: Lithium builds trusted relationships between the world’s best brands and their customers, helping people get answers and share their experiences. Customers in more than 34 countries rely on Lithium to help them connect, engage, and understand their total community. With more than 100 million monthly visits over all Lithium communities and 750 million online profiles scored by Klout, Lithium has one of the largest digital footprints in the world. Using that data and the company’s software, Lithium customers boost sales, reduce service costs, spark innovation, and build long-term brand loyalty and advocacy. To find out how Lithium can transform your business—and to share the experience enjoyed by 300 other leading brands around the world, visit www.lithium.com, join our community at community.lithium.com, or follow us on Twitter @LithiumTech. Lithium is a privately held company headquartered in San Francisco.
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The survey was conducted online within the UK by Harris Poll between 20th January and 22nd January, 2016, among 1,012 adults aged 18 or over and between 7th May and 13th May, 2014 among 1,006 Great Britain adults aged 18-64.