(image: Korea Bizwire)
SEOUL, Feb. 20 (Korea Bizwire) — Social media advertising, in general, targets young people, but older consumers are more likely to make purchases after being exposed to social media advertisements, a report showed Sunday.
The report, which was published in the Journal of the Korea Contents Association, analyzed the results of a survey that the Korea Press Foundation conducted in 2021 of 3,000 adult consumers.
The analysis showed that when it comes to KakaoTalk, older users were more likely to click on ads.
Heavier social media users and those who felt a stronger connection between social media and the area of their interests were also more likely to click on ads.
The research team noted that the likelihood that women would buy products after being exposed to ads was 1.42 times higher than for men, adding that when the number of social media platforms used increased by one, it led to a 1.06 times increase in the possibility of clicking on ads.
When it came to YouTube, the propensity to buy products increased by 1.1 times whenever users became one year older.
Compared to the group whose social media usage frequency was low, the group with a high frequency was 1.69 times more likely to buy products.
Whenever the number of social media platforms used increased by one, it led to a 1.1 times increase in the propensity to make a purchase.
For Instagram, women were 1.64 times more likely to click on ads compared to male users, while the group with high usage frequency was 1.7 times more likely to click on ads than the group with low usage frequency.
After being exposed to ads, women’s propensity to purchase products was 1.4 times higher than that of male users.
When the level of cognitive association in which users felt the association between the ads and the area of their interests increased by one unit, it led to a 2.17 times increase in the propensity to buy products.
J. S. Shin (js_shin@koreabizwire.com)
