People across different continents say personalized ads on social media and digital apps are useful. Ipsos conducted the study in 54 countries for Facebook. Furthermore, more than 58,000 people age 18+ were interviewed in April and May 2021.
Focusing on the United States, here are topline results:
- 7 in 10 people in the United States are willing to make the tradeoff of seeing ads in order to have free access to social media and mobile apps.
- 6 in 10 of those in the United States think personalized ads help local small businesses connect with customers who think their products and services are useful.
- 59% of people in the United States think personalized ads help local small businesses attract more customers.
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Personalized Ad Consumers
Focusing on those in the United States who have seen personalized ads:
- 84% agree that they understand why they are being shown the ad.
- 3 in 4 agree that personalized ads show information and products of interest
In regards to whether people agreed that personalized ads help save money (e.g. finding discounts and lower prices), there were major differences by country. For example, only 22% in the United States agreed with this. Meanwhile, 57% of people in Brazil and 59% of those in Thailand agreed.
Facebook App Users
- Broad majorities of Facebook app users agree that they are fast way to contact a small business. (72% of those in the United States agree.)
- 40% of Facebook app users in the United States have purchased a product after seeing it on a Facebook app.
- 6 in 10 Facebook app users in the United States say they have used Facebook apps to connect more with family and friends since the start of COVID-19.
