While young people are more likely to like and trust brands and branded posts than their older counterparts, six in ten 18 to 24 year olds rarely or never click on advertising in their social media feed â€“ the same as older social media users.
The allure of social media advertising for brands rests in our belief that consumers who opt to â€˜followâ€™ or â€˜likeâ€™ a brand establish a direct link between themselves and a brand making themselves more likely to take the next step along the road to purchase. Overt advertising content in main social media is relatively new so it makes a good focus for the latest Crossman Insights series published recently in Ad News.
We interviewed 1007 social media users (aged 18-64) online and found:
Â· More than half of social media users currently like or follow a brand
Â· Gen Y (67%) are significantly more likely than Baby Boomers (41%) to like or follow
Â· Usersâ€™ tendency to follow or like brands appears correlated with perceptions of trust.
Â· Gen Y (65%) are significantly more likely than Boomers (49%) to trust branded posts
Â· However, six in ten rarely or never click on advertising in their feed
Â· And Gen Y (65%) are just as likely as Boomers (67%) to rarely or never click on advertising in their feed.
The full Crossman Insights release is here
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