Mediarun Search Marketing News

Social media spending 'remains low'

October 15th 2009

Getting customers to spend money on social media remains a challenge for website marketing executives, research has shown.

There has been a growth in the number of people using social media, but only 11 per cent of people are spending anything across these channels, according to a KPMG survey.

Almost half of Brits are using social networking or blogging sites, while 37 per cent of people visit online news feeds.

Of the 89 per cent that do not spend any money online, only a paltry one in ten (11 per cent) suggested that they could spend anything on online media over the next 12 months.

Commenting on the figures, media partner at KPMG David Elms explained that the Barometer survey illustrates the impact of "structural change" across the media sector.

He said: "Monetising online content is the holy grail of the media sector.

"The challenge is changing the mindset of a consumer population that is used to accessing free online content."

Media mogul Rupert Murdoch recently laid out plans for a bold test of the changing media landscape by indicating that readers of his News Corporation's online output will soon be required to pay a subscription to view any content.

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