Study: 44 Percent ‘Never’ Click On Facebook Ads, Sponsored Stories

By David Cohen 

Maybe General Motors got an advance copy of new research from digital marketing agency Greenlight, which found that 44 percent of respondents to its survey would “never” click on Facebook ads or sponsored stories.

Only 3 percent the 500 people Greenlight surveyed — admittedly a small sample — said they “regularly” click on Facebook ads or sponsored stories, and just 10 percent said they did so “often.”

More bad news for the social network: More than 30 percent of respondents said they “strongly distrust” Facebook with their personal data — the very same personal data used to target ad content to them.

Greenlight Director of Paid Media Hannah Kimuyu said:

Facebook’s popularity doesn’t come as a surprise. However, with more than 30 percent of respondents saying they “strongly distrust” Facebook with their personal data, Facebook’s advertising program has an upward struggle. Facebook’s advertising program allows brands to connect with more than 900 million potential customers through targeting their age, gender, location, and interests — in other words, personal data.

Although 44 percent say they would “never” click on advertisements or sponsored listings in Facebook, it is interesting to see that those who do find the targeting effective and engaging. Moreover, given the positive growth figures, we at Greenlight predict that more of us will be advertising and hopefully “clicking on an advertisement or a sponsored listing on Facebook this year.

Other findings by Greenlight include:

  • 50 percent of respondents use Facebook for social engagement, sharing photos, and catching up with friends and family.
  • When asked, “’How regularly do you use the following websites/services?” Facebook placed third, behind only Google and YouTube.
  • The social network ranked second for mobile-phone use, with 30 percent of respondents saying they access Facebook on their smartphones or tablets.

Readers: How would you have responded if you were included in Greenlight’s survey?

Image courtesy of Shutterstock.