According to the statistics, 53% of people spend two to four hours a day on social media in the UK. Also, four in one people are spending more than five hours on social media in a day.
Integral Ad Science (IAS), which specializes in the quality of digital media. These are some of the most important things they learned from their research.
Based on the Social Media Ad Receptivity report, people who are online in the UK. It gives an overview of how people use social media, and insights into how people think about social media advertising.
Social media has become an important way for advertisers. To reach people who are online in the UK, with the ad spend is expect to reach £8.95bn by 2023.
According to the IAS study, Facebook is the most popular social media platform. And YouTube came in second and Instagram came in third. And other social platforms Snapchat, Pinterest, LinkedIn are follow by 76% of people who say they use a mobile device. The most to see social media content followed by a desktop (14 percent) and a tablet (10 percent).
Social consumption has increased since the pandemic. This is in line with global orders to stay at home. The study found that 15% of Brits have used in-feed social ads to shop online more since the Covid-19 pandemic began.
Almost nine out of 10 people in the UK will have clicked on an ad on social media in 2021. 40% of people say that they’re more likely to click on in-feed ads than those on web pages.
Almost one in five people (19%), buy a product or service after seeing it on their social news feed.
45% of people say they prefer to see display ads instead of video ads. When they’re asked about the format of ads (26%). More than three-quarters (35%) of people want to see ads from specific brands on their social feeds, but only 21% want to see ads from online influencers.
Despite this, IAS research shows that there are some big risks for brands when their ads show up next to content that doesn’t match their values and puts their reputation at risk.
36% of people who use the internet in the UK say that the rise of fake news has created them for few trusting of advertisements that show up on their social feeds. Most people blame the social media platform when ads show up next to dangerous content, but a big number of people also blame the brand.
Other important risk statistics from the survey, In Social Media such as:
35% of unfavorable views of a brand whose ad is next to content that doesn’t match the brand’s image.
55% say that they won’t buy a product or service if it’s next to dangerous content on social media feeds.
However, brands can still make a lot of money through social media advertising. Using technology to control the context in which their ads appear:
47% of people like brands whose in-feed social ads show up next to content that fits with a brand’s picture
46%of people are more likely to buy a product or service if it is link to the content they are viewing on their social feed
53% of people are more likely to remember an in-feed ad if its message is connected to the content next to it
The regional VP of Agency Partnerships, EMEA at Integral Ad Science said: It’s clear that people are using social media and that brands are spending money on ads on media. There are no signs that this is going to slow down. Hyper-growing social networks are a magnet for attention and engagement. They could be a source of money for marketers who spend their ad dollars wisely.
The research shows that marketers need to think about the context of their social media ads and where they appear to get the most out of their money. This is the responsibility of everyone in the advertising world to make sure that ads are interesting. So that people have a better online experience.