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More than half of consumers do not want to be bothered by advertisements on their social media networks, and businesses should be more careful in making social media marketing strategies, according to a new study by the market research agency TNS.

The study found that 57 percent of people in developed markets, mainly in the United States and Europe, do not want to engage with brands via social media. The figure in China is 52 percent, one percentage point lower than the global average of 53 percent.

The study researched the online behaviors of more than 72,000 consumers from across the globe. TNS of Kantar, one of the world’s largest insight, information and consultancy groups, revealed the findings in the Digital Life study.

While consumers do not want to be bothered by brands, Chinese consumers were still found to be more open to brands on social networks than consumers in other countries. Nearly 60 percent of them see social media outlets as a good place to learn about brands. About 46 percent see social media as a place to buy products, while only 25 percent of people in developed countries do so.

A staggering 74 percent of Chinese digital consumers write comments on products online, which is the highest among all 60 countries and regions included in the study.

The study shows that Chinese consumers see the Internet as a forum for expression, a creative platform and a social tool that enhances relationships. Shopping online is not just a quick and convenient way to shop, but it is fun and something to enjoy and share with friends.

“In the developed world, people see advertisements on social networks as a kind of intrusion. They feel they already know enough about the brands and they could make the best choices,” said Ashok Sethi, Head of Consumer Insights, Emerging Markets for TNS, explaining reason for the differences.

“China is more in a developing phase as far as the consumption of brands is concerned. Consumers are still in a stage of wanting to know more about brands. ”

Sethi added that the intrusion comes from the situation “when brands are talking very blatantly about themselves, their quality and how they are superior to other brands”.

“The main motivation for people go to social networks is to bond with your friends or to bond with your loved ones, rather than to bond with brands,” Sethi said.

The race online has seen businesses across the world develop profiles on social media networks, such as Facebook and YouTube or their Chinese equivalents like Renren, Kaixin and Weibo, to engage with customers quickly and cheaply. But TNS’s research reveals that if these efforts are not carefully targeted, they are wasted on half of the consumers.

The proper way for brands to make use of social networks, Sethi said, is for brands need to take a more educative kind of stand, for example, to talk to the consumers about the category. “A cosmetic brand can talk about different skin types and how to take care of each type, then link the brand to the broader issues.”

“The key is to understand your target audience and what they want from your brand – social media networks aren’t always the right approach,” said Serene Wong, CEO TNS Research International China.

Wong suggested that companies use other online methods, such as creating their own digital media platforms, targeted sponsorship or search campaigns.

Sethi added that businesses should develop a marketing strategy that considers both the digital and mass media elements.

Nearly half of Chinese consumers use Internet to research information about a brand that they see advertised on TV or in newspapers. “The digital and non-digital is getting intertwined. The implication is that brands should make it easier for readers to get access to it,” Sethi said.

The TNS Research International China is a leading custom market research agency in China with about 500 employees and more than 200 researchers across six offices in the country.

Sethi said that the main way TNS has differentiated itself from other research agencies is through investing in tracking the changes in the market place and the consumers such as investing in the Digital Life study. Several million dollars were spent globally on conducting the Digital Life study.

“Digital trends have totally changed the way the consumers look at brands. TNS has invested our own money in learning about the changing marketing environment and marketing scenario.

“Over the past three years we have been doing this kind of research, trying to understand what kind of change is happening and how consumers react to the changed scenario. By doing that, we can better answer our clients’ questions and help them to grow,” Sethi said.

TNS is also investing in learning about new consumers. In China, the company is reaching out to consumers in second-tier cities to meet the demands of many companies that are expanding in other cities besides Beijing, Guangzhou and Shanghai.

The company has also invested in developing new research methodologies and technical tools to better understand the views of digital consumers.

A software from the company can track the consumers’ mobile use behavior after it is downloaded to the mobile phone, as it is hard to get an accurate picture of how much time people spend on different apps and functions through direct questioning.