New research reveals the sheer volume of advertising has caused over half of Britons to stop or cut down on their use of social media.

Over two thirds of UK adults (67 per cent) don’t like it when brands target them on social media, and a large majority (80 per cent) prefer to connect with actual people on social channels.

The survey of UK consumers, commissioned by Lithium Technologies and conducted by Harris Poll, casts new light on the way brands use social media to target customers. The findings show that social media can be a valuable tool for marketers but brands need to focus on engaging on a personal level, as opposed to using the channel to mass broadcast to followers.

The study showed that although family and friends are most trusted when it comes to making purchasing decisions, Britons are most likely to trust websites containing peer reviews when looking for information about a product or service. The data reveals that seven in ten UK adults will not buy something that does not have positive online reviews.

The growing influence of celebrities is also highlighted in the survey, with 40 per cent aged 35-40 trusting celebrities a fair amount, up from 26 per cent in 2014. The emergence of new digital platforms, such as Instagram and Pinterest, has contributed to this trend with more people having access to a glimpse into the lives of celebrities.

“Social media can be a powerful tool for brands looking to establish trust and engage with their customers online,” said Fabrice Etienne, Marketing Director, Lithium Technologies, EMEA.

“But brands need to be aware that direct advertising and pushing information broadcast style on social media isn’t effective. It’s also important to understand who holds the most influence, where their customers go to do their research, and which sources they trust most.”

News highlights:

  • Over half of Britons say that the amount of advertising on social media has caused them to stop or cut down their usage
  • UK adults increasingly respond favourably to celebrity endorsement, with 40 per cent aged 35-40 trusting celebrities a fair amount, up from 26 per cent in 2014
  • Websites containing product reviews and online social communities are most trusted when looking for information about a product or service
  • Seven in ten UK adults will not buy something that does not have positive online reviews


About Lithium

Lithium builds trusted relationships between the world’s best brands and their customers, helping people get answers and share their experiences. Customers in more than 34 countries rely on Lithium to help them connect, engage, and understand their total community.

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