1 in 3 Singaporeans complain about products via social media sites

They post comments once a week.

According to Nielsen, while using social media to keep in contact with family and friends and as a source of entertainment remain important reasons for social media participation, engaging in social media to learn more about  brands, products and services and to hear others’ experiences is also highly participated.

The survey shows that 59 percent of social media users in Singapore turn to social networking websites to hear about others’ positive or negative experiences at least once a week or to learn more about brands, products and services (56%).

One third uses social media to compliment and give credit to brands that do a great job and at the same time, a third express concerns or complaints about products/brands via social media sites.

“Social media has fundamentally changed the consumer decision journey and the days when companies could tightly control brand messaging and progress consumers along a linear purchase funnel have long ended,” said Koh.

“Consumer decisions and behaviours are increasingly driven by the opinions, tastes and preferences of an exponentially larger, global pool of friends, peers and influencers. At the same time, consumers do not hesitate to express their concerns and unpleasant experience online. For those companies which are tuned in to consumer sentiment on social media platforms and are reacting positively, social media is providing more touch points to reach current and potential customers and serves as a good tool for improving marketing effectiveness.”