CorpComms Magazine

One in four consumers who post a complaint about a brand on a social networking site expect a response within one hour, while six per cent expect a response within ten minutes, according to a new survey.

 

But half of all consumers who complain via a brand's website are happy to wait a day for a response while 27 per cent are satisfied with a three day turnaround.

 

The survey by Lightspeed Research and the IAB found that users of social networking platforms have a more demanding attitude towards customer service. 

 

Perhaps unsurprisingly, younger people are more likely to use social networking sites to complain. The survey of more than 1,000 Internet users found that 15 per cent of people aged between 18 and 34 have used an official

 

Facebook page to complain about a brand, compared to just five per cent of those aged between 35 and 54 years.

 

The survey also found that 48 per cent of those aged between 18 and 34 check their social networking sites before they go to bed, while 27 per cent log in as soon as they wake. And a surprising 47 per cent of people within this age group have uploaded a picture of a meal they are eating to their social networking page.