Consumers Respond to Social Call-to-Action in Advertisements

May 20, 2013

Burst Media, an online media company and wholly owned subsidiary of blinkx PLC, released the results of a survey revealing how and why web users interact with brands via social media. Conducted in March among 2,577 U.S. online adults, the study found that the effectiveness of social cues in advertisements varies by the medium.

Among respondents who recall social media prompts in advertising, digital ads (61.0%) and television ads (58.7%) are most effective at driving interaction with a brand's social platforms. These are followed by print ads, radio ads, and outdoor ads.

 Notably, two-thirds of 18 to 34 year-old respondents-including 73.9% of 18 to 34 year-old women-say digital ads that feature prompts to social media assets are effective at getting them to take action.

The majority (65.4%) of all survey respondents have at least one social media account set-up for personal use. Pinterest and Instagram skew towards a female audience -- 21.9% of all female respondents have a Pinterest account, versus only 4.8% of men. Just over 10% of women versus 5.8% of men said they had Instagram accounts. For both platforms, the gender gap is biggest among respondents aged 18 to 34.