Marigold: 63% of Consumers Don’t Trust Social Ads

New research from martech firm Marigold reveals that 63% of consumers don’t trust the advertising they see on social media — and 55% are engaging with social platforms less for the sake of their mental health. 

But that isn’t totally stopping people from purchasing via social: Of the 10,000+ consumers surveyed as part of Marigold’s 2024 Global Consumer Trends Index, 48% report having made a purchase from social media ads in the last year and 43% from regular social posts.

• Email tops marketing channels in purchase frequency: 50% of consumers have made a purchase from an email in the last year.
• Only 24% of consumers have purchased via SMS/MMS messages.
• Banner ads are the least effective, with a mere 21% citing purchasing from one in the last year. 

For more insights into customer preferences and behaviors, download the 2024 Global Consumer Trends Index here.