Customers waiting to receive parcel deliveries, may soon be in the habit of finding the goods contained in packages are inspired by different sources.

In a new report from customer engagement technology firm, Alterian, it was found that social media is a more valuable way of getting consumers to trust a brand, than regular advertising.

The research was compiled by Professor Michael Hulme of Lancaster University, who said he discovered 31 per cent of British consumers felt establishments which used social media, were "genuinely interested" in them as customers.

On the other hand, only 4 per cent of UK consumers trust other forms of advertising.

Despite this, the paper found that the majority of businesses had failed to cotton on to the merits of social media platforms.