Social media less about fun as users become ‘more like brands’

February 28, 2017 | Share this article

UM’s ninth annual Wave study has found that advertisers must understand the emotional needs of their customers in order to make a meaningful connection online.

The global Wave 9: The Meaning of Moments study, which surveyed over 52,000 people in 78 countries, analysed over 60 billion online consumer interactions.

This year’s study shows that 85% of worldwide social media users spend time actively managing their network profile, with 40% of people less likely to see social networks as places for fun and entertainment compared to seven years ago.

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