Experts from GWI and Imgur polled 2,000 social network users and found that half of them click on ads more often if they are in a good mood. Survey results can be downloaded from the GWI website.
The study involved US residents over the age of 16 who spend at least half an hour a day on social networks, says NIXSolutions. The experts asked them what content they prefer to see on social media and from brands. The main findings of the survey are:
- 68% of respondents are looking for positive content on social media, including from brands. This is especially important for millennials (70%) and those who spend at least three hours a day on the Internet (74%).
- Entertaining and funny content are leaders for all categories of users. It is preferred by 50% and 52% of people.
- Only 26% and 20% of respondents search for politicized or shocking content in social networks.
- 50% of respondents will click on ads if they are in a good mood. Among people with high incomes, 53% do this, and among those who tend to make impulsive online purchases, 51%.
- For 61% of social media users, it is important that content from brands is entertaining, for 57% it is informative and educational, and for 55% it is inspiring.