March 28, 2022
According to the Social Media Ad Receptivity report from Integral Ad Science, 53% of UK consumers spend two to four hours a day on social platforms, while a further 25% spend more than five hours a day scrolling, watching and clicking through their social feeds. Social media has become a significant channel for advertisers to reach on-line consumers in the UK, with ad spend projected to hit £8.95bn by 2023. The most popular social platforms in the UK include Facebook, followed by YouTube, Instagram, TikTok, Twitter, Snapchat, Pinterest and LinkedIn. 76% of respondents said that mobile device was the most common device for them to view social media content, followed by desktop (14%) and tablet (10%). 15% of Brits have increased engagement with in-feed social ads to shop on-line since the Covid-19 pandemic started. 86% of consumers engaged with an ad on social media in 2021. 40% of respondent say that they are more likely to engage with in-feed ads than with those on on-line web pages. 19% purchased a product or service advertised in between their social news feed. When asked about the format of ads, more consumers prefer viewing display ads (45%), rather than video ads (26%). Comparatively, 35% want to see ads from specific brand accounts on their social feeds, and only 21% prefer to see ads from on-line influencers. 36% of UK consumers argue that the growth of fake news has made them less trusting of ads on social feeds. For ads that run next to unsafe content, 67% of consumers hold the social platform accountable, but a significant 31% hold the brand accountable. 35% have an unfavorable view of a brand whose ad appears next to content that does not align with the brand’s image, and 55% are unlikely to purchase a product or service advertised on social media feeds that is next to unsafe content.