New York—Almost 60% of social network users in the U.S. do not want to engage with brands online, according to the “Digital Life” study by Kantar Media's TNS.
“Choosing the wrong channel or simply adding to the cacophony of online noise risks alienating potential customers and impacting business growth,” said Cheryl Max, senior VP-marketing at TNS North America, in a statement.
At the same time, 54% of respondents said they used social networks to research brands. Additionally, 61% of consumers who do
engage with brands online do so because of a promotion or to receive a special offer.
was conducted online, in-person and via phone in July and August; about 2,000 responded to questions about social network use.