Eight percent of Internet users say they will stop using Facebook because of news about Cambridge Analytica’s abuse of users’ personal data, according to findings of a national survey distributed to investors by securities firm Raymond James. This could mean more audiences will turn to traditional sources of media.
Users Worry About Facebook Data: Plan To Use Less, Stop Altogether
"The analysts surveyed a sample of 500 Internet users in the aftermath of the revelations, and asked them a variety of questions, including how concerned they are about the abuse and how it will impact their use of Facebook," Joe Mandese reported.
This provides a great opportunity for businesses to advertise more heavily with traditional media to reach those who are turned off by all of the controversy. The newest AudienceSCAN research revealed 9% of American adults do not participate in social networking.
"Forty-three percent said they were “very concerned” and 31% said they were “somewhat concerned” about Cambridge Analytica’s breach of Facebook data."
"While only 8% said they would stop using Facebook because of it, 19% said they would use Facebook “significantly less” and 26% said they would use it “somewhat less” because of the incident."
"We believe these user concerns could ease as the news cycle slows on this topic,” the analysts opined in the report.
The latest AudienceSCAN survey found 27% of Social Media Avoiders think TV is the most accurate, believable and trustworthy media source, and 18% think newspapers are. Advertisers trying to convey this type of messaging should target Social Media Avoiders here, and even bring up the Facebook departures in ads.
How Concerned Are You About Facebook's Use of Your Data?
- 44% very concerned
- 40% somewhat concerned
- 16% not concerned
AudienceSCAN data is available for your applications and dashboards through the SalesFuel API. Media companies and agencies can access AudienceSCAN data through the AudienceSCAN Reports in AdMall.