Qudini surveyed 2,000 UK consumers and found that 21% of customers used social media to complain in the event of a poor store experience, with Facebook the highest used platform followed by twitter. We wanted to understand why customers felt the need to post their complaints on social media. We found that:
- Most customers (43%) will post their complaints about poor experience on social media in order to communicate with the business, whilst warning other people in the process
- Only 33% of customers that post their complaints on social media expect a response
- Only 9% of customers want to cause damage to the business by their sharing of their poor experience on social media
- Women are significantly more likely to post on social media because they want a response. Whereas men are more likely to post purely to let the business know (as opposed to expecting a response or warning other people in the process)
- Women are slightly more likely to want to cause the business damage as a result of their social media post
- Baby boomers are the demographic most concerned with using social media to let other people know, expecting a response and to cause damage to the business
- GenZ customers are heavily concerned with warning other people through their social media posting, yet the demographic least concerned with damaging the business through their social media post
Download our whitepaper: To further understand these insights, why they matter and what retails should do about them.
