Content Marketing Blog

Search engine and social media users ‘less satisfied’

Online advertising is a crucial part of marketing for many businesses. However, recent statistics suggest social media and search engine users are becoming frustrated by the amount of paid advertisements, interfering with their online experience.

A survey by the American Customer Satisfaction Index (ASCI), in partnership with Foresee, shows a significant drop in customer satisfaction for E-Business users, which includes social media, search engines, online news and portals. The survey revealed customer satisfaction was at its lowest since 2003, with only 71.3 points out of 100, a considerable decrease from last year’s 74.2.

The overall results indicate that one of the main reasons behind this low score is that users are becoming disgruntled with the amount of paid advertisements. Roughly 20 per cent of search engine and social media patrons say that advertising is disrupting their online experience. It also revealed that more than half of social media users say that they pay no attention to online advertising whatsoever.

The president and CEO of Foresee, Larry Freed, said: “Most e-businesses begin as a free service to gain traction with consumers and increase market share, but eventually they need to find a way to monetize their business. Unfortunately, consumers generally perceive the increase in advertising as detracting from their online experience.”

Although there was a marked decrease in user satisfaction for popular search engines like Google and Bing, the results for social media platforms were mixed. Google+, Youtube and LinkedIn all suffered a decline in customer satisfaction. In contrast, Facebook, Twitter and Pinterest users seem to be happier with their experience, all increasing since last year. The advertisement-free Wikipedia, holds its place at the top with a high score of 78.

ACSI founder and chairman, Claes Fornell, said: “Companies that can find a way to make money without compromising the customer experience will please both its users and investors.”