Social Media Advertising in the U.S. 2019

Topics of the survey

• Social Networks
• Period of use
• Instagram
• Instagram - ads
• Influencer marketing
• Influencer fame
• Influencer influence
• Demographics

• Method: Online Survey
• Survey name: Social Media Advertising
• Region: USA
• Number of respondents: 1,009
• Age of respondents: 16 years and older
• Type of respondents: US residential online population who have used social networks in the past two weeks
• Survey time period: 21st to 27th of May 2019

• Gender
• Age
• Income
• Region
• Education

Social Networks

• The following is about social networks. Which social networks do you find likable?
• Which social networks do you trust when it comes to data security?
• Which of the following social networks have you used within the last two weeks? Usage simply means spending time on a social network, regardless of whether you create posts yourself or not?
• Which of the following social networks do you use the most?'

• On which days do you use social networks the most?
• On days on which you use social networks, how much time do you spend on social networks? If you're unsure, please estimate.
• At which time of day do you use social networks on weekends and/or during the week?
• During which hours of the morning do you use social networks the most? during the week / morning (4 a.m. - 12 p.m.)
• During which hours of the morning do you use social networks the most? on weekends / morning (4 a.m. - 12 p.m.)
• During which hours of the afternoon do you use social networks the most? during the week / afternoon (12 p.m. - 6 p.m.)
• During which hours of the afternoon do you use social networks the most? on weekends / afternoon (12 p.m. - 6 p.m.)
• During which hours of the evening do you use social networks the most? during the week / evening (6 p.m. - 12 a.m.)
• During which hours of the evening do you use social networks the most? on weekends / evening (6 p.m. - 12 a.m.)
• During which hours of the night do you use social networks the most? during the week / night (12 a.m. - 4 a.m.)
• During which hours of the night do you use social networks the most? on weekends / night (12 a.m. - 4 a.m.)
• In which situations do you use social networks?
• Which of the following statements do you agree with?

• The following is about Instagram. How often do you use Instagram?
• In your opinion, how often should a brand/company you follow post something?
• Why do you use Instagram?
• Which Instagram page style do you find the most appealing? Mainly..?

• Which sponsored ads have you already seen/noticed?Ads are advertisements/posts on Instagram by profiles one doesn't follow but which still show up on one's home page?
• Which sponsored ads do you like to view the most?
• Does the content of sponsored ads usually match your interests?
• What makes you like a sponsored ad?
• From which area would you like to see more sponsored ads on Instagram?
• Have you ever clicked the lin? "more" under an ad on Instagram?
• How often do you follow the direct lin? "more" under an ad on Instagram to gain more information? If you're unsure, please estimate? times for every 10 ads'
• How often have you already bought something out of a collection ad product catalogue? Collection ads show product videos and the product catalogue at the same time? times within the last 6 months
• For the last 10 sponsored ads you saw on Instagram, how often did you click on "hide ad"?
• Why do you usually click on "hide ads" for sponsored ads?

• The following is about social media influencers. Social media influencers are persons which have a strong presence on one or multiple social media platforms. Have you ever (learned about and subsequently) purchased a product because of a social media influencer?
• How did the social media influencer present the product which you subsequently bought?
• Which promotions have you encountered through Instagram stories and/or posts? The question is about whether you noticed a promotion and not about whether you actually utilized it?
• Which promotion(s) have you already made use of when you bought something in an (online) store advertised on Instagram?
• In your opinion, how often should a social media influencer post?
• How much do you agree with the statement "advertisements by micro social media influencers are more authentic / seem more real than those of social media influencers"? Micro social media influencers have up to 10,000 followers.
• Top-2 (agree, tend to agree): [authenticity] How much do you agree with the statement "advertisements by micro social media influencers are more authentic / Seem more real than those of social media influencers"?
• Which of the following brands do you know at least by name? The following list contains brands with the greatest presence on Instagram in the United States?
• From which of the following brands have you already made a purchase because of Instagram advertisements?
• What kind of social media influencers do you follow?
• Which product promoters would you like to see more often on Instagram?

• The following is about some of the most famous social media influencers. Which of the following Instagram influencers who are known for beauty content do you know at least by name? Select all Instagram influencers that you know, regardless of whether you know them from Instagram or somewhere else.
• Which of the following Instagram influencers who are known for modelling/fashion content do you know at least by name? Select all Instagram influencers that you know, regardless of whether you know them from Instagram or somewhere else.
• Which of the following Instagram influencers who became known as singers or actors do you know at least by name? Select all Instagram influencers that you know, regardless of whether you know them from Instagram or somewhere else.
• Which of the following Instagram influencers who became known for their photography do you know at least by name? Select all Instagram influencers that you know, regardless of whether you know them from Instagram or somewhere else.
• Which of the following Instagram influencers who became known for their fitness content do you know at least by name?Select all Instagram influencers that you know, regardless of whether you know them from Instagram or somewhere else.
• Which of the following Instagram influencers who became known as athletes do you know at least by name? Select all Instagram influencers that you know, regardless of whether you know them from Instagram or somewhere else.

• From which of the following influencers would you take advice? For example advice with regard to fashion, sports/fitness products, nutrition, choice of restaurant, recipes for home cooking, beauty/care products, or lifestyle products?
• From which of the following influencers would you take fashion advice (e.g. with regard to clothing, handbags, phone cases, jewelry, shoes)?
• From which of the following Influencers would you take advice regarding sports/fitness products (e.g. protein shakes, dumbbells, etc.)?
• From which of the following influencers would you take advice with regard to nutrition, choice of restaurant, recipes for home cooking, etc.?
• From which of the following influencers would you take advice with regard to beauty and care products (e.g. perfumes, makeup, aftershave)?
• From which of the following influencers would you take advice with regard to lifestyle (e.g. decoration & furnishing, travel, car brand)?

• Gender
• Age
• Income
• Region
• Education