A study conducted by Upstream has found that around 27 per cent of consumers based in Britain and 20 per cent of those in America would stop using social networking sites, if it came to a point where they felt like they were being bombarded with an excessive amount of advertising, according to an article published by The Drum.

The 2012 Digital Advertising Attitudes Report featured results gathered from 2,054 adults in United Kingdom, and a further 2,105 adults based in America.

Around 66 per cent of consumers stated that they felt like they were already being subjected to an excessive amount of advertising and promotions – such as social media marketing campaigns.

Commenting on the results, Upstream’s president, Marco Veremis, said: “The volume-based advertising era is dead on both sides of the Atlantic and companies need to put effectiveness first, reducing the frequency with which they speak to consumers, delivering only high quality, relevant and timely messages.”

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