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ACSI-Consumer-Apathy-Ads-Social-Media-July2013Facebook will report Q2 earnings shortly and no doubt there’ll be some impressive ad revenue figures. But those ads may be irritating a growing number of consumers, per study results [download page] from the American Customer Satisfaction Index (ACSI). The study found 27% of Facebook visitors saying that ads interfere with their experience on this site, a higher percentage than for visitors to other popular sites such as LinkedIn (23%), YouTube (23%), Pinterest (15%), Google+ (15%) and Twitter (12%). The study attributes complaints about advertising to low levels of satisfaction – with Facebook and LinkedIn on the low end of social media satisfaction ratings.

It’s particularly interesting to see a greater proportion of Facebook visitors complain about their experience being interfered with than YouTube visitors. Perhaps the latter don’t consider pre-rolls to be an interference?

When they’re not busy feeling that their experience is being interfered with, social networking site visitors tend to ignore advertising on the sites, according to the study. LinkedIn visitors were the most likely to say they don’t pay attention to ads on the site (66%), followed by Pinterest (61%), Twitter (61%), YouTube (59%), Facebook (56%) and Google+ (46%) visitors.

Amusingly, 69% of Wikipedia visitors said they don’t pay attention to ads on the site, and 17% said ads interfere with their experience. Wikipedia does not run ads. Perhaps these visitors were afflicted by malware?

Separately, the ACSI study finds that Twitter users were most likely to access the site using a mobile phone, with half saying they have done so. Following Twitter, 32% of Pinterest users surveyed said they have accessed the platform via a mobile phone, as did 28% of Facebook users and just 18% of LinkedIn users. While those figures appear low, recent data from comScore suggests that those relative rankings are on the money.

About the Data: The American Customer Satisfaction Index (ACSI) is a national economic indicator of customer evaluations of the quality of products and services available to household consumers in the United States. The ACSI uses data from interviews with roughly 70,000 customers annually as inputs to an econometric model for analyzing customer satisfaction with more than 230 companies in 43 industries and 10 economic sectors, as well as over 100 services, programs, and websites of federal government agencies.

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