Customers rely on social for support
Posted: Tue Jan 21, 2025 10:08 am
Data visualization from The Sprout Social romania b2b leads Index™ illustrating how quickly consumers expect a response from brands on social in 2022 and 2023. In 2023, nearly 70% expect a response within 24 hours or less. In 2022, 77% of consumers expected a response within 24 hours or less.
With social media saturated and brands vying for consumer attention to reach new audiences, a brand’s social media response time becomes the differentiating factor. Brands need to keep up with customer preferences at the speed of social or lose out to the competition.
Why social media response time matters so much
Here are some data-driven reasons brands need to prioritize social media as a support channel.
Data from Intercom shows nearly half of support teams cited a 51% increase in inbound volume in the wake of COVID-19. Plus, a recent PTMNTS Intelligence survey of 3,251 U.S. consumers showed 43% of Gen Z customers preferred to shop on a brand’s website—a rate 53% higher than the average consumer.
These factors have led consumers to reach out to brands on social with queries and feedback more than ever. In fact, Sprout’s Q1 Consumer Pulse Survey of over 2,000 consumers in the U.K. and U.S. revealed 80% of consumers use social media now, more than a year ago, to engage with brands about customer service needs.
With social media saturated and brands vying for consumer attention to reach new audiences, a brand’s social media response time becomes the differentiating factor. Brands need to keep up with customer preferences at the speed of social or lose out to the competition.
Why social media response time matters so much
Here are some data-driven reasons brands need to prioritize social media as a support channel.
Data from Intercom shows nearly half of support teams cited a 51% increase in inbound volume in the wake of COVID-19. Plus, a recent PTMNTS Intelligence survey of 3,251 U.S. consumers showed 43% of Gen Z customers preferred to shop on a brand’s website—a rate 53% higher than the average consumer.
These factors have led consumers to reach out to brands on social with queries and feedback more than ever. In fact, Sprout’s Q1 Consumer Pulse Survey of over 2,000 consumers in the U.K. and U.S. revealed 80% of consumers use social media now, more than a year ago, to engage with brands about customer service needs.