38% of adults polled say they are more likely to purchase a product if they have seen advertising on social media
July 2022 - Retail
38% of adults say they are more likely to purchase a product if they have seen advertising on social media: A study into brand advertising and marketing has uncovered that almost four in 10 adults are likely to purchase a product after they have seen a social media ad. Furthermore, 54% stated they are more likely to buy an item from an email recommendation.
The survey by Moveable Ink polled 3,000 adults from the UK, America, Canada and Ireland, in an attempt to better understand what brands can do to market their product. This comes after a study conducted in 2021 in the United States.
When asked what would make them unsubscribe from branded communication, 42% said 'too much communication'; with 22% stating they would unsubscribe if the content was too focussed on selling. In addition, older generations are more likely to unsubscribe if the content is irrelevant; whereas the younger generation would unsubscribe if they did not like the content.
One of the most common ways that brands will attempt to gain consumer information is by offering recommendations specific to the individual; with 68% saying they would disclose their opinions of previous products or services.
In addition, two-thirds stated they would tell the brand their ideal price range for the product in exchange for recommendations.
The study also looked at the differences between nationalities, with Canadians being less likely to disclose information than UK, American and Irish based respondents. Furthermore, Canadians are less likely to purchase a product because of personalised ads than British, American and Irish respondents.
Vivek Sharma, Chief Executive at Moveable Ink, said: "A spotlight on data privacy regulations, tech changes, and consumer preferences has caused a tectonic shift across the marketing industry. However, despite the ever-changing landscape, our latest research reiterates consumers' calls for more personalized experiences and that they're willing to exchange data if it means a more tailored brand experience."
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