Consumers Pay Least Attention When Using Social Media: The Trade Desk Research
The Trade Desk found that consumers are less attentive when using social media than other channels and less likely to perceive social media as a platform for premium brand advertising. They also point out that consumers spend just 41% of their online time within walled gardens (social media but also Google, Amazon, and Apple) but advertisers spend 52% of their money there. The implication is that spending will shift away from the walled gardens but that ignores their greater targetability.