2017 was the year digital advertising spend finally beat television advertising spend. Digital advertising spend reached $209 billion worldwide – 41 percent of the market, while television brought in $178 billion – 35 percent of the market, according to Magna. And digital advertising share is set to continue rising. By 2020, Magna expects digital advertising to make up 50 percent of all advertising spend.

Given the investment companies are making in digital advertising, we were curious if consumers are really paying attention to the ads they see online. Are consumers really paying attention to these ads? Are consumers actively using ads on websites and social media to find out about new companies and new products?

We polled our users and asked if they use social media to discover new products and services. The poll was conducted on June 27, 2018 and 15,721 users responded. 

Overall, 60 percent of users say they use social media to find out about new products and services offered by their favorite brands. Millennials are much more likely than older generations to say they use social media to find information about new services or products. Roughly 74 percent of Millennials find out about new products or services through social media advertisements. 

% Who Say They Discover New Products/Services on Social Media by Generation

 

We also polled our users and asked if they use the advertisements they see online to find out about new products and services. The poll was conducted on June 28, 2018 and 16,262 users responded. Overall, 68 percent of our users say they use online advertisements to find out about new products or services. 

Similar to social media, Millennials are also more likely than older generations to use online advertisements to find information about new brands.  Approximately 74 percent of Millennials use website advertisements to find out about new products or services.  However, significantly more older users rely on website advertisements than social media advertisements to find out about new products or services.

% Who Say They Discover New Products/Services on Websites by Generation