“The race online has seen businesses across the world develop profiles on social networks, such as Facebook or YouTube, to speak to customers quickly and cheaply …,” the company said.

“The result is huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard – presenting a major challenge for businesses trying to enter into dialogue with consumers online,” its statement said.

The company's chief development officer, Matthew Froggatt said the Digital Life study asked consumers around the world whether they actually want to engage with brands on social networking websites – either to find out more or to make a purchase.

“Many brands have recognized the vast potential audiences available to them on social networks, however they are failing to understand that these spaces belong to the consumer and their presence needs to be proportionate and justified,” Froggatt said.

“The key is to understand your target audience and what they want from your brand – social networks aren't always the right approach,” he said. “If consumers in one market don't want to be talked to, can you use an alternative online method – creating owned digital media platforms, targeted sponsorship or search campaigns – to engage in an appropriate way that will achieve business results, without adding to the digital waste pile?”