The average daily social media usage of Internet users worldwide amounts to 147 minutes per day in 2022, up from 145 minutes in the previous year. Americans currently spend about two hours and three minutes each day on social media.
It is often said that time is money, but the question is how much do Americans actually value that time?
According to a new survey conducted by Internet service provider (ISP) Frontier.com, 67.2 percent of respondents were paying less than $100 per month for their Internet service, yet, just over half (50.3 percent of respondents) valued it at more than $100 per month. In addition, the survey found that just 5.1 percent of respondents reported that they would be willing to pay for improved targeted ads, while 28.1 percent of respondents claimed they would pay over $50 monthly to remove their social media ads altogether.
Improved data privacy (at 61.4 percent) was respondents’ most wanted social media addition.
Ads Not Hated
The top three perceptions of targeted ads, according to survey’s respondents, were that they are annoying (45.8 percent), useful (42.1 percent) and enjoyable (38.8 percent). It is clear that ads aren’t being seen as a detraction to the social media experience.
In addition, respondents who believed targeted ads enhanced their social media user experience (20.9 percent) edged out the group who thought otherwise (17.9 percent). Moreover, despite feeling targeted ads hurt their user experience, respondents from this category belonged to the group with the second-most avid shoppers, having an average of 4.8 purchases via targeted ads within the last three months.
Baby boomers – the generation that grew up with TV – seemed more likely to be annoyed by ads than younger Americans. Some 56.6 percent of boomers, compared with just 37.6 percent of Gen Zers, had a more critical opinion of targeted advertising.
The survey also observed that the top three platforms by the highest average number of purchases in the last three months were Snapchat (6), Instagram (5.2) and TikTok (4.8), respectively. In addition, it was observed that the top three platforms respondents were willing to pay the most to use were YouTube (32.1 percent), Facebook (28.7 percent) and Instagram (23.1 percent), the last of which was interestingly the only platform among these three that made the top three platforms for average number of purchases.
“One of the more interesting discoveries in our research shows data privacy is the most desired social media addition, followed by more security features and data transparency,” said Adi Sachdeva on behalf of the creative agency for Frontier.
“Security concerns are also among the most desired additions with subscription services,” Sachdeva added. “Large-scale privacy breaches have left a lot to be desired across the board. It’s important for companies to recognize and optimize privacy and security features if they want to retain users.”