Data privacy concerns and ads are causing customer dissatisfaction in social media

Facebook, LinkedIn, and Twitter have the least satisfied users in social media, according to the latest data from the American Customer Satisfaction Index’s (ACSI®) 2018 E-Business Report.

  • Customer satisfaction with social media as a whole has fallen 1.4% to a score of 72 on the ACSI 100-point scale, ranking it among the bottom five of all industries measured by the index, and the lowest of the three e-business categories.
  • Pinterest, YouTube, and LinkedIn were the only social media sites to improve customer satisfaction this year.
  • The other two categories fared better: Internet news and opinion held steady at 75, while internet search engines and information climbed 3.9% to a score of 79 with Google remaining well in the lead.
  • In internet news and opinion, maintained its lead over, with a distant last place.

Privacy concerns, bots, and toxic online discourse have taken their toll on social media. But users report they’re even less satisfied with the amount of advertising on social media sites than with privacy protections.  Privacy is important to users, but is often in the back of their mind. Advertising is in their face, and unlike with TV and radio, where they’re used to advertising, users don’t want to be inundated with ads while looking at pictures of their grandkids or watch a commercial before a YouTube video.

David VanAmburg, Managing Director at ACSI