47% of connected Indians feel 'constantly followed by online advertising': Kantar TNS Study

Called 'Connected Life', the study was conducted by global research consultancy Kantar TNS. Data from over 70,000 consumers was gathered.

The online advertising industry in India need some major rethinking in terms of how it should reach out to consumers. In what may come as a shock to the industry, 'Connected Life', the latest study of over 70,000 consumers from global research consultancy Kantar TNS has found that nearly half (47 per cent) of India's connected consumers feel 'constantly followed' by online advertising.

47% of connected Indians feel 'constantly followed by online advertising': Kantar TNS Study

In addition, the study also reveals that almost a quarter (23 per cent) consumers in the Asia-Pacific region 'actively ignore' social posts or content from brands (21 per cent in India).

However, the study also revealed that connected consumers in India are fans of social media. The top five most popular social media platforms in India are Facebook (75 per cent), YouTube (64 per cent), Twitter (34 per cent), Instagram (25 per cent) and Snapchat (19 per cent), representing alternative ways of interacting with audiences.

Kantar TNS's study found that as consumers shy away from traditional online advertising, influencers and celebrities on social channels hold the key to connecting with millennials. More than half (53 per cent) of the online 16-24 year-olds in India say they trust what people say online about brands more than 'official' sources, such as newspapers, brand-owned websites, or TV adverts. This rising 'Social Trust' in India is one of the highest seen globally and tells a lot about the challenges in this market.

The study finds that millennials are the more influencer-oriented group, trusting bloggers and peers rather than information from brands. The older generation's 'influencer network' is still primarily friends and family.

Anusheel Shrivastava, executive director at Kantar TNS India, says in a press release, "Amidst positive signs where social media is becoming one of the most trusted sources for millennials, the menace of intrusive and uncontrolled online advertising is ruining the consumer experience in India."

In addition, the Kantar TNS study found that the use of social media platforms Instagram and Snapchat has doubled across the Asia-Pacific region since 2014 as engagement with these highly-visual platforms continues to grow.

Across the Asia-Pacific region, connected consumers are expanding their use of social media beyond Facebook and testing newer, more visual channels. Instagram has gained the most traction in Malaysia, with 73 per cent of connected consumers using the platform to share beautifully edited and curated pictures with followers.

Snapchat use is also growing across the region as the popularity of sending personalised 'disappearing' photos grows. "Snapchat penetration is highest in Hong Kong, with almost half (46 per cent) of the internet users on the platform," says the study.

In India, too, Instagram and Snapchat now join to form the top five popular Indian social media platforms.

The rise of these platforms provides brands with new opportunities to target and engage consumers. However, brands need to be mindful of evolving consumer attitudes as they look to take advantage of the diversifying social media landscape.

Zoe Lawrence, APAC digital director at Kantar TNS says, "The rise of Instagram and Snapchat highlight how consumers are eagerly adopting visual ways of expressing themselves, as they embrace the ability to capture and share moments. Importantly, the adoption of these new platforms is incremental - people are using them in addition to Facebook, WhatsApp and other social channels. This provides brands with multiple new channels to engage with consumers in a deeper and more effective way.

Social media platforms penetration figures in Asia Pacific.

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