One in four have purchased products or services based on social media advertisements.
Mar 7, 2025
Sharing and informing the questions and doubts of daily life through our original mini-research style “SMART RESEARCH”
This time we did a research on social media advertisements.
YouTube ranks first as the social platform where users believe advertisements are most relevant to their interests and hobbies.
Many of you may have purchased products through web advertisements. Some social networking services use algorithms to display advertisements based on the interests and hobbies of each user. In such cases, advertisements for products and services that are appropriate for individual users are displayed. Moreover, social media advertisements displayed on social networking services not only give users information, such as announcements, but are also get attention as web marketing that may prompt user’s intention to buy and influence consumer behavior.
To better understand the growing impact of social media advertisements, we conducted a survey on how these ads are capturing people’s attention.
First, when we asked about social networking services that respondents have used in the last 1month, “LINE” was the highest percentage, with nearly 80% of users. After that “YouTube” at almost 70% and “X (former Twitter)” at over 50%.
Next, we asked those who answered “I am using the social networking services.” about the social networking service that they think displays the advertisements related to their interests and hobbies. Based on the results, we found that “YouTube” was the most common answer at about 30%, followed by “Instagram” at over 20%. “LINE,” which has the largest number of users, came in fourth at 18.7% of those who think displays the advertisements related to their interests and hobbies.
Furthermore, when we did a research on the experience of purchasing products or services after seeing an advertisement on social networking services for those who use SNS, about 30% of them answered that they have purchased.
Based on the results, when we take a look at the advertising aspect, “LINE” has more users than other SNS but it appears to offer fewer opportunities for ads that align with user’s interests and hobbies than other SNS. On the other hand, considering social networking services as a whole, about 30% of respondents have purchased products or services after seeing an advertisement on that. Therefore, although the quality of advertising banner and videos may have some influence, we can also come to find the aspects that social media advertisements prompt user’s intention in purchasing and actions.
By displaying more advertisements that related to their individual needs on SNS in the future, we believe these platforms will become even more impactful, driving stronger consumer purchasing actions. On the business side, it will become even more important to identify which social media platforms are best suited for promoting your products or services and to develop advertising strategies that leverage the unique characteristics of each platform.
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| Title | Survey about SNS advertising |
|---|---|
| Criteria |
【Gender】Male and Female 【Age】20s～50s 【Area】Nationwide |
| Sample Size | 320ss （Partial: 289ss） |
| Survey period | Tuesday, June 25th, 2024 ～ Wednesday, June 26th, 2024 |
| Method | Web questionnaire |
| Research organization | Asmarq Co., Ltd. |