It’s only October, but the word ‘Christmas’ has already started to crop up in more than a few emails in the Reputation Online inbox. Research is starting to roll in already, and this time, it’s eBay that has pipped everyone to the post.

Yesterday, its advertising division launched the results of its second survey of 5,000 European shoppers.

The top level results show that 60 per cent of consumers are most receptive to advertising when visiting an e-commerce site, compared with seven per cent responding to those shown on social networks and just five per cent noticing ads on portals. This is further proof that people simply don’t respond well to advertising on social networks. It is in fact a channel better suited to personal outreach from a brand’s community manager, or some kind of contact with the brand that puts consumers in control (such as opting in to join a group or fan page).

Also, while the results of the survey are obviously good for the likes of eBay, it would be interesting to see this figure split by demographic profile, and then by disposable income, which would show its true value for a broader market.

Another less than surprising result of the findings is that the number of people planning to ditch the high street when buying presents has risen. 85 per cent of shoppers are planning to either maintain or increase their internet-based purchases in the run up to Christmas.

Director of advertising partnerships at eBay – Phillip Rinn – observed that “understanding how to engage” with people on the web is essential for achieving success. He went on to say that “online shopping is a varying and developing behaviour” and brands need to comprehend motivations behind purchases.

These results are not groundbreaking, but for some, the concept of using a social network to advertise is still an option. However, it’s important to understand that this only works in a very small number of instances. As Rinn outlines, the need to understand customer behaviour – where they go online and what they do – is vital in choosing the right channel to advertise through, otherwise a brand risks making costly mistakes.