New study highlights generational Differences in everything from platform usage to shopping expectations.
A new survey shows that 70% of Gen Z, which represents the largest group of global consumers, say they are not getting an excellent customer experience (CX) on social media when making a purchase. While that’s a much higher rate than disappointment by 40% of consumers overall, the study additionally found that 2 out of 3 consumers still count on and prefer using social media during the buying process to ask questions, make purchases and seek post-purchase customer support.
The report, “7 Key Consumer Expectations Impacting Social Media Success Today,” outlines generational insights into how different groups engage with brands, specifically in regards to social shopping and CX. Surveying more than 1,000 respondents from the U.S., the report explores what consumers expect from their social media experiences and brand interactions, and also how social media marketers can adapt their strategies to better meet these expectations.
“Communication preferences change with time, which poses an immense challenge for brands whose product or service serves multiple generations,” said Emplifi CXO, Shellie Vornhagen.
“The key for brands to truly excel at CX is to expand care and marketing programs into the channels where their customers are active, and increasingly, that’s social media. Social continues to pull away as the consumers’ choice, and the companies that will succeed are those who follow their customers’ lead and embrace social as well.”
Different generations prefer different platforms
The report additionally highlights generational platform preferences with Instagram (65%) and TikTok (51%) being more popular among the younger age groups, while Facebook is preferred by Gen X (76%) vs Gen Z (43%). These findings underscore the importance for marketers to factor in the target audience age when shaping buyer personas and CX initiatives into social media strategies.
More than half of respondents (56%) feel that customer service quality has a larger impact on brand perception.
When asked to pick one item that drives positive brand perceptions the most, consumers rated 24/7 customer service availability (29%) and quick response times (28%) as the top two items – highlighting the critical role of a well-run, always-on customer care infrastructure on all channels.
“It’s no longer enough to use social media to provide care,” said Vornhagen.
“Consumers are looking to social media not only to research and purchase products, but also for post-purchase care. Companies need to adopt an “always on” approach,” and scale their efforts to provide a seamless experience on the platforms on which their customers are. We’re fortunate to live in an age where this is possible.The tech is there, now we just need brands to get on board.”
You can read more from the report here.
Image: Robin Worrall via Unsplash