Social networks accounted for 25 per cent of all online display ad impressions by UK internet users in August, according to figures from ComScore Ad Metrix.

The research by the web measurement firm revealed 13.8billion display ad impressions out of a total of 54.2billion were served on social networks throughout the month. Telecoms companies, such as O2 and Orange, were the most prominent advertisers on social networks in August, accounting for seven per cent of all display ads, followed by retail, banking, travel and entertainment brands.

The research also found that 15-24-year-olds were served the most ads, accounting for 29 per cent of social network display ad impressions. But ComScore found that, despite the demographics skewing towards younger users, all ages were being targeted.

Adverts for online dating sites also achieved more than a third of their hits through social networking sites, comScore reported.

Mike Read, ComScore European MD, said that the wide age range of respondents would confound those who saw social networks as primarily a tool for young web-users: “CPMs on social networks have traditionally suffered relative to other content categories, in part because of the perception that much of the audience is younger consumers with lower spending power.

“However, this data suggests every demographic segment is reached via social networks and that no particular age segment accounts for an overwhelming percentage of ads delivered.”