A new global study has revealed that three quarters of consumers believe that the quality of branded content is low or average.
The study, carried out by Social@Olgivy and SurveyMonkey, looked at global social media content sharing, and over 6,500 respondents from sixteen different countries took part in the study. The study showed that nearly all social media users looked at branded content, but only a quarter did so on a regular basis.
Forty six percent of respondents said that they actively share content on social media sites, with nearly a third saying that they shared content to promote a cause or issue that they feel strongly about. Six in ten said that they saw too many ads, while thirty six percent said that the amount of branded or ad content is about right.
The study also revealed differences in trends across mature and emerging markets across the globe. Informative and educational content is shared more frequently among mature markets (forty three per cent), while emerging markets favour funny or entertaining content (forty per cent).
The role of free speech and press in different countries also seemed to make a difference to sharing habits. Those in Asian countries were more likely to share content from established media outlets (twenty seven per cent), compared to European web users (nineteen per cent).
The countries with the most active ‘sharers’ were China, Hong Kong and Brazil, with the least sharing going on in Japan, the USA and Germany. A quarter of users in the USA, Hong Kong and Korea also said that ads are the most off putting type of content they see.