One day before Facebook's now-infamous IPO on May 18, UK-based digital marketing agency Greenlight zucker-punched Mark Zuckerberg's company by releasing the results of a study that found 44% of Facebook users have never clicked on an ad and 31% rarely click on ads.
The blow dealt was a severe one, especially considering that just days before General Motors pulled $10 million worth of ads, with its executives making public the reason: Facebook ads suck. Bad news surrounding ads wasn't the only reason for the social network's steep share price drop since then—accusations of insider trading have also played a salient role—but taking into account Facebook's heavy reliance on advertising for the majority of its revenue and profit, the damage was nonetheless substantial.
So you'll understand that Facebook won't be in love with Reuters or Ipsos, who last night published the results of an online poll that darkens the shadow currently cast over Zuck's controversial public company. According to their data, four out of five Facebook users—or more than 700 million—have never bought a product or service as a result of advertising or comments on the site.
Further, 34% of Facebook users spend less time now on the social network than six months ago, while only 20% spend more time now. This certainly won't help the company's slumping share price, which is down nearly 30% since its IPO (and in the red, once again, today).