Consumers dislike ads on social networks

A majority of consumers are uncomfortable with the amount of commercial messages they see on social networks, a large global survey has found, even as Facebook and Google+ introduce more brand advertising to their online communities.

About 57 per cent of social network users in developed countries – and more than 60 per cent in the US and UK, which are among the world’s largest advertising markets – do not want to engage with brands via social media, according to a new study by TNS, a market research firm owned by WPP, that polled 72,000 consumers in 60 countries. Even though many online veterans discuss brands and products with their friends on social networks – about 47 per cent – they show more resistance to brand-generated messaging and advertising, the study found.