Only 8% of Australians prefer to use social media to contact businesses
A report by Optus Business has concluded that only 8% of customers prefer to engage with businesses via social media.
John Paitaridis of Optus
The report says there is a “disconnect” between social use of digital media and business use, with users preferring websites or traditional communication methods to engage with business.
“Businesses are banking on (using social media) but we have got to this disconnect,” said John Paitaridis, Optus Business MD.
“So there is this obligation on organisations and on government to ensure that you are spending more time driving the value of what these channels can provide customers.”
The survey of over 2000 people found that 66% said talking to a person is important to them.
While we have seen significant investment in digital channels, organisations still lag by their own admission in making those channels fully operational for that optimised consumers experience - less than
10% have fully operational mobile channels,” Paitaridis said.
“Australian businesses will also need to develop flexible long-term investment strategies that strike the right balance between digital and traditional customer interactions. Executing these strategies successfully will go a long way to meeting the rising expectations of Australian consumers.”