• by Laurie Sullivan  @lauriesullivan, April 7, 2022

Consumers are shifting toward more intentional online behavior -- moving from social platforms and toward editorial sites such as news and lifestyle websites, mainly because the content is more positively perceived. Some plan to spend their time offline.

Some 21% of consumers participating in a global survey plan to spend less time on social media in the next six months. Of those planning to spend less time in social sites, 39% plan to go offline, while 33% will spend more time working or studying and 36% plan to visit websites with editorial content, such as national and local news sites and lifestyle sites.

The data from Outbrain shows that 75% trust editorial sites, compared with 54% for social media sites.

Consumers, at 68%, are more likely to trust ads on editorial sites versus 55% on social media.

What else will consumers do? Some 18% plan to stream more content and entertainment, and 16% will shop online.

Data released Thursday from Outbrain shows native advertising continues to take social’s place. Brands like Microsoft, and Ferrero Rocher saw a 180% increase in leads through native engagements rather than social. 

The report, conducted online by market research company Savanta — fielded December 2, 2021-January 4, 2022 in Australia, France, Germany, Israel, Italy, Japan, Spain, the UK, and U.S. — also explores sentiment and trust around content recommendations and native advertising, including 68% of consumers trust ads seen on editorial environments.

Ads on social media are the least trusted, and social feeds are considered the most intrusive ad format, while native ads that mimic the look, feel, and surrounding editorial content are seen as the least intrusive, which includes display and paid search ads.

Personalized recommendations and visual experiences are increasingly important to consumers. Some 53% of those ages 18 to 24 consider a customized visual experience an ideal experience.