How Do Retail Customers Use Social Media to Complain?

We asked 2,000 consumers what they did in the event of a poor in-store experience and how and why they used social media to complain.

We found that:

As displayed in the infographic:

• In the event of a poor in-store experience, 21% of customers will use social media to complain
• Facebook is the most used platform, used by 80% of respondents. Next is twitter.
• Men are more likely to use social media to complain than women. Of the different channels, the more likely to use twitter and snapchat than women
• Millennials are the highest users of social media as a channel to complain
• Generation Z customers are the highest users of twitter, despite being least likely to use social media to complain
• Baby boomers are most likely of all demographics to use Facebook to complain about their negative retail experience
• 34% of customer expect a response to their social media complaint
• Most customers use social media to let the business and their friends know, whereas only 9% of customers actually intend to damage the business by their social media sharing
• Only 16% of customers find that their social media queries always receive a response

Download our whitepaper: To further understand these insights, why they matter and what you can do about them.

Whitepaper: Use of Social Media as a Complaint Channel in the Event of Poor In-store Experiences