What Most Affects US Social Media Users' Decision to Engage* with Ads or Sponsored Content on Social Media Platforms? (% of respondents, June 2021)
Data is from the Q2 2021 Insider Intelligence "The US Digital Trust Survey." 1,730 US social media users ages 18-75 were surveyed online during May 20-June 8, 2021. Respondents used a social media platform in the past 12 months and closely resemble US demographics on the criteria of age, gender, and household income. Each social platform's mean score on each pillar was calculated by assigning each respondent points (1-7), according to their response on a 7-point Likert scale, then averaging these points. Each social media platform's mean scores for each pillar was weighted by the pillar weight (1-5), calculated as a mean number value based on the survey question (asked on a 5-point Likert scale): "Please rate how impactful was each attribute is on your decision to interact (watch, click, share, comment) with ads/sponsored content you see on a social media platform." Each pillar weight was applied as a multiplier against each social platform's respective mean score. The sample of this study was provided by a third-party provider.