Social media user satisfaction remains steady this year though it is still in the lower tier of industries on this measure, according to an American Customer Satisfaction Index (ACSI) report [download page]. The overall index for social media is unchanged at 73 on a 100-point scale, though some platforms are better rated than others.
Sitting atop the list is Google+ – the only to achieve an “excellent” rating (of 81) after a 5-point jump from last year. Google also tops the list of search engines in user satisfaction, with a score of 82.
Twitter also enjoyed a 5-point bump in user satisfaction score this year, moving it up from the cellar. With its index score of 70, it remains in the lower half of social networking sites tracked.
Pinterest (+2 points to 78) and Tumblr (+1 to 68) were the only other networks to see any increase in user satisfaction score.
LinkedIn (unchanged at 65) is stuck at the bottom of the list this year, while Facebook (flat at 68) isn’t far ahead.
Satisfaction With Social Network Privacy, Ad Volume Could Improve
Social networking users are most satisfied this year with site performance (77), ease of navigation (76) and the variety of services and information (76).
The biggest pain points continue to be privacy (-1 point to 72) and the amount of ads on the sites (steady at 69).
Worth noting is that only a bare majority (54%) of consumers around the world say they trust the social networks they use, according to recent research.
Meanwhile, ad volume is also the area with the poorest satisfaction rates for search engines, dipping 3 points to a score of 66.
For what it’s worth, though, new data from Accuracast shows that Google’s decision to drop right-rail ads and add a fourth row of ads above organic results has resulted in a sizable increase in click-through rates for each of the top 4 ad positions.
Satisfaction With Internet News Sites Drops
Perhaps as a result of political polarization, this year sees some significant declines in customer satisfaction with online news sites. FOXNews.com, the leader, has dropped by 2 points to a score of 77, while MSNBC.com (72) and The Huffington Post (67) each saw declines of 5 points.
In fact, each of the news and opinion sites specified experienced a drop in customer satisfaction score.
About the Data: The ACSI describes its methodology as follows:
“The ACSI E-Business Report 2017 on internet social media, search engines and information, and news and opinion is based on interviews with 4,978 customers, chosen at random and contacted via email between June 25, 2016, and May 9, 2017. Customers are asked to evaluate their recent experiences with the largest social media, search/information, and news websites in terms of visitor traffic, plus an aggregate category consisting of “all other”””and thus smaller””websites in those categories.
The survey data are used as inputs to ACSI’s cause-and-effect econometric model, which estimates customer satisfaction as the result of the survey-measured inputs of customer expectations, perceptions of quality, and perceptions of value. The ACSI model, in turn, links customer satisfaction with the survey-measured outcomes of customer complaints and customer loyalty. ACSI clients receive confidential industry-competitive and best-in-class data on all modeled variables and customer experience benchmarks.”