Unfriending Survey: Brands More Likely Than Individuals to Get Unfriended

As social networking sites and apps gain popularity, so have the amount of virtual “friends” people claim. But there is a limit for pretty much everyone. And at some point, those “friends” might even get unfriended or unfollowed. It’s become such a phenomenon, in fact, that today has been dubbed “National Unfriend Day.” So just how many people have taken advantage of the unfriending option on social media? And what types of accounts are they most likely to unfriend?

unfriending

Prevalence

In Ask Your Target Market’s latest survey, 28% of respondents said that they have unfriended or unfollowed people on social networking sites or apps many times. 34% said they have only unfriended or unfollowed accounts once or twice. 25% have never unfriended anyone online. And 13% said they don’t use social networking sites at all.

Nearly all of the respondents who have unfriended or unfollowed people online said they use Facebook. But those who have unfriended were also more likely than social media users in general to use Twitter, Pinterest and Google+.

Unfriending Habits

So what kinds of accounts are most likely to be unfriended? 53% of social networking users said they are more likely to unfriend or unfollow brands instead of individuals. And just 21% are more likely to unfriend or unfollow individuals. 54% said they are more likely to unfriend or unfollow accounts that post too often. And just 42% are more likely to unfriend or unfollow accounts that post about controversial topics.

Current Friends

Looking forward, just 5% said they would be very likely to unfriend or unfollow some of the brands they currently connect with on social media. 9% said they would be likely to do this. And 16% said they would be somewhat likely to. There was only a slight difference for individuals. Just 3% said they would be very likely to unfriend or unfollow some of the individuals they currently connect with on social media. 7% said they would be likely to do this. And 19% said they would be somewhat likely to.

You can view the complete survey results in the widget below and be sure to click “Open Full Report” to take advantage of all the chart and filter options.

Photo Credit: goodbye from Flickr

What do you want to know? If you need some consumer insights on a particular topic, let us know in the comments below and we’ll consider it for an upcoming survey post.

Results were collected on November 16 via AYTM’s online survey panel.

ABOUT THE AUTHOR: Anne Pilon
Anne Pilon brings 3 years experience to AYTM as a blogger and journalist. She has a degree in journalism and marketing communications from Columbia College in Chicago and enjoys writing about business, marketing, social media, and art.