Marketers and online PR agencies should be doing everything they can to take advantage of the growth in social media, according to one expert.
Ciaran O'Sullivan, ad metrix product specialist at comScore, stated social media has "injected more life into online usage, making it a perfect environment for entertaining and engaging ads".
With UK internet users seeing over 221 billion display ads during the third quarter of 2010 and 31 per cent of these being delivered through Facebook, Mr O'Sullivan added the area was a "key driver" of online sales.
He pointed out the sector now accounts for 20 per cent of the time users spend online and reaches 88 per cent of those who access the internet.
Continuing, the specialist noted the online retailing market had continued to increase through the recent economic difficulties and predicted the rise in VAT in January could see a "bumper Christmas" as people rush to beat the tax hike.
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