For the second consecutive year social media users have a relatively low level of satisfaction with the platforms they use as a whole, per a report [download page] from the American Customer Satisfaction Index (ACSI). The ACSI measures customer satisfaction with 46 industries, and social media currently ranks 6th-lowest following this research, with a score of 72 on a 100-point scale.
A couple of individual social media sites fared somewhat better in customer satisfaction, with Pinterest receiving the highest customer satisfaction score of the tested social platforms again this year. Pinterest’s score of 80 remains unchanged from the year before.
Dropping 4 points (6%) to a score of 63, Facebook has the lowest customer satisfaction score of all the tested social platforms. The report explains that “the critical measure of privacy is at an all-time low for Facebook — trailing all other social media sites by a wide gap.” It also notes that “users also find advertising on Facebook to be more intrusive than other sites.”
Social Media Customer Experience Benchmarks
Social media users are most satisfied with the mobile aspects of social media. Mobile app quality (80), mobile app reliability (78) and ease of use on different devices such as smartphones and tablets (77) were the top-rated components of social media user experience.
Users also rate site performance (77) and ease of navigation (76) high. However, users are less impressed with factors such as the relevance of content (72), privacy (70) and the amount of ads on sites (68). On these two latter points, a global survey of more than 43,000 consumers by Dentsu Aegis Network showed that many were being proactive with regards to data sharing – 44% had taken actions to limit their data footprint, 1 in 7 had deactivated their social media accounts and more than one-quarter (27%) had installed ad-blocking software in the past 12 months.
Search Slips Slightly
Last year, customer satisfaction with search engines rose 3 points. Unable to maintain the 79 point rating into 2019, customer satisfaction fell 2 points to 77 on the 100-point scale. Google’s user satisfaction rating dropped 3 points as well to 79, which the report attributes to two data breaches that occurred with its now-defunct Google+ social network.
Much like social media, mobile app quality (84) and reliability of mobile apps (82) were ranked highest in users’ experience with search engines. However, other elements saw a decrease in satisfaction, including:
- Ease of navigation (81, down from 83);
- Site performance (80, down from 82);
- Variety of services and information (80, down from 82); and
- Speed and reliability of video clips (79, down from 80).
About the Data: Data is based on interviews of 7,690 customers, chosen at random and contacted via email between July 17, 2018 and June 26, 2019. Customers were asked to evaluate their recent experiences with various social media sites and an aggregate category.