It is well known that the Internet has become a very interesting medium for advertisement. Social network sites in particular are quite attractive for advertisers. However, are users of social networks really eager to click on ads that guide them away from the site they are visiting? Research proves that they are, but quite remarkable is the fact that Twitter users are more keen than others.
According to Interpret researchers who questioned 9200 people, Twitter users are twice as sensitive when it comes to online advertisement in comparison with users of more ‘traditional’ social networks such as Facebook and My Space. 24% of the Twitter users click on ads, write product reviews and show brand-engagement by visiting homepages of companies and advertisers whereas only 12% of other social network users (non-Twitter users) are tempted to do the same.
How to explain this phenomenon? Interpret researchers mainly believe that these higher rates of engagement with brands could be explained by the fact that people are less distracted by activities such as commenting on photos, sending gifts and playing games on Twitter, which means that there is a greater chance that an ad catches the users’ attention and is clicked upon. It seems like users of social network sites do not want their experience to be interrupted, which is definitely something to keep in mind when creating our own network site.
According to Interpret researchers who questioned 9200 people, Twitter users are twice as sensitive when it comes to online advertisement in comparison with users of more ‘traditional’ social networks such as Facebook and My Space. 24% of the Twitter users click on ads, write product reviews and show brand-engagement by visiting homepages of companies and advertisers whereas only 12% of other social network users (non-Twitter users) are tempted to do the same.
How to explain this phenomenon? Interpret researchers mainly believe that these higher rates of engagement with brands could be explained by the fact that people are less distracted by activities such as commenting on photos, sending gifts and playing games on Twitter, which means that there is a greater chance that an ad catches the users’ attention and is clicked upon. It seems like users of social network sites do not want their experience to be interrupted, which is definitely something to keep in mind when creating our own network site.
Source: http://www.marketingfacts.nl/berichten/20090929_twitter_gebruikers_meer_brand_engagement_gevoeliger_advertising
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