It's Not Just Teens Who Are Getting Over Facebook

Alex Baker
Alex Baker Editor, Yahoo Sports

Posted on June 13th 2013

It's Not Just Teens Who Are Getting Over Facebook

ImageAt least that’s what the findings in a new report emerging from the UK indicate.

According to the report, which was published by YouGov SixthSense, overall Facebook usage in the UK is down nine percentage points from one year ago. What’s more, it seems the primary reason that many of those users have stopped visiting Facebook is because they’re fed up with social media marketing.

Food for Thought

The survey of 1,995 adults was conducted in March of this year and definitely provides some interesting food for thought from an online marketing perspective. Among the survey’s many findings, it was revealed that only one in twenty Facebook users polled could recall clicking on an ad in the past 12 months. Meanwhile, less than one in ten of the users polled were impressed by the relevance of targeted advertising on Facebook or other social media platforms. A third of those surveyed revealed that they often switch off updates from brands that posted too often.

“This report shows that reaching potential customers through social media is rather different than doing so through traditional media channels,” explained YouGov SixthSense Research Director James McCoy. “The proportion of Facebook users who are tuning out brands’ marketing efforts clearly indicates that a savvier approach is needed.”

Are “Likes” Really Worth $174?

Maybe not, according to the report. Because while it’s true that 45% of those surveyed had “liked” or joined the page of a brand, 34% did so primarily because they hoped to get something in return.

Challenges and Opportunities

Overall, the report showed that in addition to having a user base that’s declining (at least in the UK), Facebook is proving a difficult place for advertisers to connect with users online. However not all of the report’s findings sounded like bad news for social media marketers.

One potentially positive takeaway is that 23% of the social media users polled went on to research a product or service as a result of reading about it on a social media site – a six percentage point hike from April of 2012. Another hopeful finding was that 14% of social media users have made a purchase based on reading about a product or service on a social media site – a seven-point hike from April of 2012.

“While there are significant challenges, this report identifies potential opportunities for marketers to build on,” said McCoy. “Such as the relatively high proportion of young men who respond positively to targeted ads on social media.”

One of the report’s other hopeful takeaways was that young men between the ages of 25-39 were more likely to feel that the targeted advertising they encountered on Facebook and other social media sites was relevant to them.

Alex Baker

Alex Baker

Editor, Yahoo Sports

Alex Baker is a blogger, journalist, editor and copywriter who is equally comfortable working in the editorial world or as an in-house brand journalist. Although he is generally pretty up-to-date about the latest developments in social media marketing he needs to remember to update his Twitter more often. You can find Alex on Google+.

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Comments

elpady
Posted on June 12th 2013 at 3:54PM

Hello Alex, I like your post and the way you explain this but in US things are different. A lot of advertisers are now moving to FB Ads because they are more flexible and the targeting is really good. Also using Facebook Exchange for Real Time Bidding provides an interesting tool.

By the way, if audience is going down between young people in UK, Zuckerberg should be worried

Alex Baker
Posted on June 12th 2013 at 4:45PM

Thanks Javier, and yes you make some good points. But there have been studies that indicate Facebook usership is declining in the US as well. That said, I think FB will probably remain the main stage in social media for a good while to come.

Alex Baker
Posted on June 12th 2013 at 4:45PM

Thanks Javier, and yes you make some good points. But there have been studies that indicate Facebook usership is declining in the US as well. That said, I think FB will probably remain the main stage in social media for a good while to come.

Marshall Crawford
Posted on June 13th 2013 at 6:03AM

Facebook provides a list of different categories along with the different regions from where one can opt for the targeting group for his/her concerned business. So, now many professionals and small business owners are moving towards Facebook for their business promotion strategies.

Alex Baker
Posted on June 13th 2013 at 4:21PM

Agreed, and I also think the simplified ad offerings are a step in the right direction. However everything we're reading indicates that user fatigue is a real and growing problem for Facebook.