Women have so far been left less than impressed by advertising campaigns conducted via social networking sites, findings from a new report indicate.

According to results from an ad:tech and Q Interactive study – Women & Brands Online: ‘The Digital Disconnect’ Emerges – women are very interested in certain sites such as Facebook and MySpace but are not influenced by branding efforts found on these pages.

The study found that while 75 per cent more females are using such sites than a year ago, with over half visiting them at least once a day, 75 per cent also state that advertising in these spaces does not entice them to purchase anything – indicating that online PR efforts could be stepped up.

However, chairman of programming for ad:tech Expositions Drew Ianni observed that women were willing to accept brands in social media, with over half of those asked saying they had "befriended" a product.

In other news, a recent comScore study found that mothers were most likely to be found shopping online.

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