U.K. Users Dubious of Brands on Social Networks

U.K. internet users may not be as eager to interact with brands on social networks as marketers would like, according to research from the Interactive Advertising Bureau U.K.

A survey of almost 2,000 U.K. adults aged 16 and over, conducted by Opinion Matters on behalf of the IAB, has suggested that users are increasingly frustrated by requests to join groups and download applications on social networking sites such as Facebook.

Only seven percent of survey respondents said they would sign up to sponsored sites, and only five percent of social networkers said they had joined groups or communities sponsored by a brand.

Russell Goldsmith, Digital Media Director at Opinion Matters, said brands need to concentrate on offering users value in exchange for their time. “Our research for the IAB should remind marketers that, whilst it might be a cliché, it’s important to understand that when it comes to reaching your end audience within social network environments, content truly is king. Users will interact with your organization if you provide them something that adds value to their time online, be that entertaining, informative, instructional or educational,” he said in a statement.

The research did suggest, however, that widgets and applications do more to peak user interest, with 17 percent of respondents claiming they had a sponsored widget or application on their social networking page, and 15 percent with one on their desktop.

In addition, it appears the current economic climate may be having an effect on the way people use social media platforms. Forty-one percent of network members say they now place more value on ratings and reviews from friends and family on a social network as a result of the recession.

The survey also returned encouraging results for mobile access, with a quarter of respondents claiming to have checked or updated their profiles via handsets. Sixteen- to 24-year-olds are the biggest mobile users, at 44 percent.

In terms of the networks themselves, Facebook was cited most frequently by respondents, alongside established names such as MySpace, Friends Reunited, Bebo, and smaller niche communities.