UK social media users are among the most resistant consumers in the world towards brands invading their personal space, according to a new study, which reflects how businesses are wasting time and money trying to reach people online who, in all likelihood, probably aren’t listening.
Data revealed by TNS Digital Life found that 61% of UK consumers do not want to engage with brands in their social networks, a figure that is slightly above average (57%) from other developed markets studied.
In stark contrast, fast-growing markets, mainly across Asia, South America and Africa, are much more open to brands online. About 60% of consumers there see social networks as a good place to learn about brands.
In Europe, however, the numbers seem bleak in comparisonth TNS suggests that misguided digital strategies are generating ‘mountains of digital waste,’ from friendless Facebook accounts to blogs no one reads.
This is being combined with ever-increasing content produced by consumers – the study shows 47% of digital consumers now comment about brands online.
The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard – presenting a major challenge for businesses trying to enter into dialogue with consumers online.
The study also sheds some light on why people do engage with brands online. More often than not, motivations of online commentators can be self-serving. 61% of consumers are driven to engage with brands online by a promotion or special offer.
About 46% of consumers motivated to post comments on companies do so for the simple desire to impart advice, while more people like to praise than complain online (13% v 10%).
According to marketing consultant, Richard Hillgrove the problem for many brands is the message.
“People in the UK don’t want obvious messages. It’s the same way Britain has largely rejected product placement on television. We don’t like things ‘in our face’ – the Americans don’t seem to mind.”
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