Social media is hugely useful to marketers.

Retailers using parcel delivery and courier services will find social media is the "perfect environment for entertaining and engaging ads", according to comScore.

This is because social networks "inject more life into online usage", explained ad metrix product specialist Ciaran O'Sullivan from the firm.

"Social networks and blogs now reach 88 per cent of the online population in the UK, accounting for 20 per cent of the total time spent online," he said.

"This makes online sessions more engaging whilst offers big opportunities for brands to exploit the social networks."

Mr O'Sullivan added that online retailers are expecting a bumper Christmas, thanks in large part to social media, which is a "key driver of growth".

A recent study from comScore found that UK internet users revceived more than 221 billion display ads during the third quarter of 2010, with Facebook alone accounting for a third (31 per cent) of these.

Posted by Laura Rathbone

Article Added: 22/11/2010 15:34:17