The general views of social media users on advertising mirror those of the majority population in the UK, according to Kantar's findings, with almost two-thirds of Facebook users (65%) finding online advertising "increasingly intrusive". This proportion was exactly the same for Instagram and slightly lower for TikTok (63%).
However, among those who access social media more than ten times a day, respondents were 46% more likely (compared to the general population) to say they enjoy online advertising. While less frequent users were 34 percent less likely to feel this way.
Frequent social media users are also less likely to use ad blockers, in contrast to those who use social media less frequently.
Interestingly for advertisers, then, the survey revealed that frequent social media users are also highly likely to be among the heaviest consumers of gaming media and outdoor advertising, being 77 percent more likely to be heavy users of games than the average adult. This proportion is 58 per cent for OOH and 35 per cent for cinema.