Brands must use social media to engage younger consumers
So while 41% of 55+ year olds said brands using online comms wasn’t important to them, only 9% of 16- to 24-year-olds felt the same.
Email was the preferred method of business engagement with nearly half of respondents ( 46%) referencing it, almost twelve times the proportion citing social media ( 4%).
Jeremy Payne, international vice-president, marketing, Enghouse Interactive said: “The lesson is that a one-size-fits-all approach simply doesn’t work in today’s complex market, businesses need to know their customers and deliver services tailored to their needs.”
When asked what action they would take as a result of poor customer service, a significantly larger proportion ( 17%) said they would spread the message on social media than via email ( 11%).
The survey polled more than 2,000 adults across the UK.
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