Web users in the UK are more engaged and responsive to advertising on news and information sites than on social networking sites, a new research study from the Association of Online Publishers (AOP) released on Thursday said.
Users are almost twice as likely (59 per cent) to trust ads and brands displayed on content sites (34 per cent) than on social media sites, the report added.
The report titled "The New Rules of Engagement" said that respondents were more than twice as likely to believe that content sites are better than social media sites in influencing positive brand opinion.
The research, conducted by market research agency GfK NOP, examined engagement levels on UK newspaper and magazine sites; portals such as Yahoo and MSN; and social networking sites such as Facebook and MySpace.
The research involved 1,340 interviews with UK respondents via on online questionnaire in October.