Overall customer satisfaction with social media is down, with big guns Facebook and Twitter taking especially hard hits, according to a new report from the American Customer Satisfaction Index.
The ASCI’s study, based on 5,125 customer interviews collected during the second quarter of 2016, found that customer satisfaction with the overall social media category slipped 1.4 percent compared with last year, to 73 percent, while Facebook plunged 9 percent to 68 percent and Twitter fell 8 percent to 65 percent.
The top three on the ASCI’s list–Wikipedia, YouTube and Google+–were the only social networks to better their 2015 numbers, each rising 1 percent to 78 percent, 77 percent and 76 percent, respectively.
No. 4 Pinterest dropped 3 percent to 76 percent, while No. 5 Instagram also saw a 3 percent decrease, to 74 percent.
Facebook’s 68 percent figure placed it sixth, while No. 7 Tumblr, at 67 percent, was down 3 percent year over year.
LinkedIn took a 4 percent hit to finish at 65 percent in the latest study, and No. 9 Twitter also tallied 65 percent.
The ASCI said in a press release that Facebook’s decline was due to tweaks to its News Feed and allegations that it suppressed conservative content, while Twitter was hurt by abandoning its reverse-chronological Timeline.
Social media overall scored well on ease of use on mobile devices, ease of navigation and site performance, at 77 percent apiece, but the ACSI study also found that users were not as satisfied with the freshness of content (down to 76 percent from 78 percent in 2015), and the category’s marks for privacy and advertising also suffered, dropping 5 percent to 73 percent and 7 percent to 69 percent, respectively.
ACSI managing director David VanAmburg said in a release announcing the results:
It’s impossible for global brands with massive user bases like Facebook and Twitter to make everyone happy, and both are trying to do so much. YouTube and Wikipedia are different in that they provide a very specialized and focused experience. YouTube has redefined video-on-demand, whereas millions of people find Wikipedia a useful starting point for information on nearly everything.
Readers: What are your thoughts on the findings by the ASCI?
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