Nearly two thirds (61 percent) of Brits have no desire to interact with brands on social media sites such as Facebook and Twitter, says TNS.

According to the research firm's Digital Life report, which surveyed 72,000 web users across 60 countries, businesses are wasting time and money and "generating mountains of digital waste, from friendless Facebook accounts to blogs no one reads" as they fail to listen to what consumers want.

Furthermore, 47 percent of digital consumers still comment about brands online, which combined with the digital waste created by brands is making it harder for brands to be heard in the digital world. However, more than half (54 percent) admitted social networks are a good place to learn about products.

Of those that do comment about brands online, 46 percent said they do so to pass on advice to other web users. More than six in ten (61 percent) admitted they driven to engage with brands online by a promotion or special offer. Consumers are also more likely to complain (13 percent) online about a brand, than praise it (10 percent).

"Winning and keeping customers is harder than ever. Digital waste is the accumulation of thousands of brands rushing online without thinking who they want to talk to – and why," said Matthew Froggatt, Chief Development Officer, TNS

"Many brands have recognised 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. Choosing the wrong channel, or simply adding to the cacophony of online noise, risks alienating potential customers and impacting business growth."