Less than one third of social network users would be willing to join a brand’s group even with the offer of exclusive or free content, according to new research from the Internet Advertising Bureau (IAB).
A survey of over 1,900 UK adults found while social network users didn’t mind having ads on the sites they had little interest in them.
When asked about ad preferences on social networks just 11% of respondents said they preferred free music downloads while 9% said sponsored gifts and 8% said banners with video clips or exclusive news.
Take up of branded sites and pages was also low, just 7% said they signed up to branded sites, and just 5% said they joined branded groups and communities.
The research called on marketers to work harder at gaining the interest of social network users.
Sponsored widgets and applications were highlighted as an area worth investing in, with 17% of users admitting to having them on their social network page and 15% keeping them on their desktops.
Opinion Matters conducted the research through the Tickbox.net panel.
This story first appeared on newmediaage.co.uk