User Survey Results: Which Ads Do Facebook Users Like Most (and Least)?

[The following stats are excerpted from Inside Facebook Gold, our membership service tracking Facebook's business and growth around the world through original data and analysis. Click here to learn more about the membership.]

We recently conducted an independent survey of Facebook users assessing their attitudes toward ads on the site. We’re sharing an early preview of the results here.

First, a few demographic notes on our respondents. 73.9% of respondents said they use Facebook multiple times a day, and so make up part of the most active segment of the site’s userbase. 53.7% of our respondents were male, and 46.3% were female. 87.8% were between the ages of 13-25 and while 12.2% were over 25.

What do you think of Facebook ads?

Most people are hesitant to proclaim their love of advertising, but what’s notable here is that over half of all respondents are ok with ads on Facebook. 53.5% responded that they felt “neutral” and “didn’t mind” the ads they saw while visiting the site.

What type of ads do you like least?

Nonetheless, note that 40.3% of respondents did answer that they ‘disliked’ ads on Facebook. A subsequent question asked them which ad type they liked least. User-reported results indicate that ads for destinations within Facebook are preferred to ads where a click takes the user elsewhere. 62.7% of surveyed users said that ads to visit other websites, outside of Facebook, were their least favored ad type.

What type of advertised products do you like least?

For this survey, we distinguished between the type of ads and the types of products they promote. We grouped advertised products into five categories: games, movies or tv shows, foods or beverages, dating sites and education programs or job sites. Of these categories, dating sites were least popular. 46% of respondents answered that dating sites were their least favorite type of advertised product. Next were education programs and jobs, followed in a distant third place by games. Movies, tv shows, foods and beverages were rated as the least offensive product types.

Survey results also addressed these follow-up questions:

    What type of ads do you like best?
    What type of advertised products do you like best?
    What type of ads do you click on most?
    How often do you click on an ad because your friend liked it?
    What improvements would make you like ads more?

While you can’t necessarily change the product you’re advertising, there are some ways to improve how users perceive your ads.

For example, users indicated preference for some ad types over others, so it may be possible to adjust the ad type you’re using for a better outcome. Our full survey results show some promising takeaways on users’ most preferred ad types and advertised product types.

Keep in mind that these are user-reported responses, and so reflect users’ self-perceived attitudes toward ads, not necessarily their actions. However, these qualitative results can serve as a useful overlay to the ad performance data available through the Facebook Insights dashboard.

The full results of this survey, as well as extensive demographic data for Facebook’s audiences around the world, is only available to members of Inside Facebook Gold, our data membership service. To learn more or join, please see gold.insidenetwork.com/facebook

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11 Responses to “User Survey Results: Which Ads Do Facebook Users Like Most (and Least)?”

  1. Facebook Dating Ads Not Liked | Toronto Dating Scene says:

    [...] to a survey conducted about Facebook users and their enjoyment (or lack there of) of ads shown on Facebook, online dating [...]

  2. Frederick says:

    Thanks for sharing. I’m not surprised by the disdain for dating site ads. Affiliates looking to cash in on dating site affiliate offers have gone wild with this and due to Facebook’s ad style, use their own creative. Many times, it’s completely inappropriate for the brands they are advertising. Facebook users get to see the results of this.

  3. Jae Xavier says:

    …and people tend to buy what they want vs. what they need.

  4. guest says:

    There should have been a graph for “i don’t notice ads or i block them”.

    I had my CC# stolen before, and one of the charges was to AOL or something for their dating site. Now can you see the relation to all the sex spam on FB and other sites. Scum of the earth.

  5. Werbung auf Facebook | print24 Blog says:

    [...] Normalerweise ist es so: Webnutzer möchten nicht für Dienste und Inhalte im Netz zahlen, im Gegenzug jedoch auch keine Werbung sehen. Facebook-Mitglieder akzeptieren Anzeigen mehrheitlich: Zwar mag mit 6,2 Prozent nur ein kleiner Teil Werbung, 53,5 Prozent stören sich jedoch nicht daran. Nur 40,3 Prozent gefallen die Anzeigen nicht. Das belegt eine Umfrage von Inside Facebook. [...]

  6. Udi Barone says:

    It’s not new that different users have preferences for different types of ads.

    We actually proved it by increasing click through rate for Facebook apps by 50% and more.

    We did it by segmenting the users into 2 groups: users who are more likely to click social ads like RockYou and users who are more likely to click commercial ads like Google ads.

    Check out our latest case study results:
    http://www.slideshare.net/udibarone/any-facebook-app-can-generate-more-money-part-ii

  7. Mayo no fue un mes de alzas importantes para Facebook en el Oriente Medio | Facebook en español says:

    [...] Vía | insidefacebook [...]

  8. Facebook-Werbung als Möglichkeit für die (Franchise-)Gastronomie? says:

    [...] aktuelle Umfrage von Inside Facebook hat sich mit der Akzeptanz von Anzeigen auf Facebook sowie mit den beliebtesten auf Facebook [...]

  9. Katalin von Andrassy says:

    Do you like skin care ads?

  10. TE GUSTA LA PUBLICIDAD EN FACEBOOK? - Comunidad ZINKHO says:

    [...] [...]

  11. Push Me, Pull Me: Push-Pull in Social Media says:

    [...] to the above stats, courtesy of InsideFacebook, 53.5% of users don’t mind ads (and might possibly click them) but only 6.2% like them or [...]

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