Brits spend more time on social and engage more with ads

Half of Britons (53%) spent between two and four hours a day on social platforms in 2021 and almost nine in ten (86%) engaged with an ad, according to research from ad tech company Integral Ad Science (IAS). 

Why it matters

Social consumption generally has increased since the pandemic, but IAS’s Social Media Ad Receptivity study also finds that 15% of Brits have increased engagement with in-feed social ads to shop online since the COVID-19 pandemic started.

Takeaways 

The study discovered that:

• 40% are more likely to engage with in-feed ads than with those on online web pages.
• 46% are more likely to purchase a product or service advertised on their social feed if it is related to the content being viewed.
• One in five (19%) purchased a product or service advertised in between their social news feed.
• More than half (55%) are unlikely to purchase a product or service advertised on social media feeds that is next to unsafe content.
• 47% feel favourable towards brands whose in-feed social ads appear next to content that aligns with a brand’s image.
• Consumers prefer viewing display ads (45%) to video ads (26%)
• Consumers engage on mobile devices most often, with 76% claiming that it is the most common device for them to view social media content.

Sourced from Integral Ad Science [Image: Unsplash]