Brands are inundating consumers with “digital waste” and are failing to customise their messages to digital behaviour, according to a new study in the US. The study by TNS's Digital Life found that nearly 60% of social network users in the US do not want to engage with brands online. It also found that 47% of digital consumers now comment about brands online. The study said that the result of this usage and commenting was “huge volumes of noise, which is polluting the digital world and making it harder for brands to be heard”. It said this was presenting a major challenge for businesses trying to enter into a real dialogue with consumers. Cheryl Max, senior vice president of marketing at TNS North America, said: “Winning and keeping customers is harder than ever. The online world presents massive opportunities for brands given all the channels, tactics and points of time in a day that people are online - according to our data, the average American spends 19 hrs per week online - it is only through deploying precisely tailored marketing strategies that companies will be able to recognize this potential. “Choosing the wrong channel, or simply adding to the cacophony of online noise risks alienating potential customers and impacting business growth.”