Sixty-four percent of young people between the ages of 18 and 24 want businesses to respond to them when they talk to them online. However, this desire is not the same when the conversation did not address the brands themselves directly. This is evidenced by a new report published by JDPower & Associates and Netbase.
Older groups reflect similar concerns, although within the age group of 55, it only reaches 50%. While in general we can say that consumers want companies to respond in the conversations they get online about them, usually around social media, the results are different when we analyze the different age groups.
For example, approximately 6 out of 10 respondents from those aged 18-54 want companies to listen to them when they say something online. However, this percentage is reduced to only 4 out of 10 in those over 55 years. But at the same time, about half of the responses, with the group of over 55 in this case far above 59%, believe that consumers should be able to talk online about companies without them having to hear what They are said.
Even more confused is the fact that while between 50 and almost 66% of respondents want companies to respond when talking online, more than 6 in 10 respondents also say that companies should only respond to comments or facts Directly to them, for example on their Facebook page or sent by Tweeter.
Less than three-quarters of respondents (62% of those in the 18-24 age group – 72% of those aged 45-64) know that companies can be listening to what they say online.
About 4 out of 10 respondents from those aged 18-54 think that companies listening to online conversations intrude where they should not, up from 54% among those over 55.
Opinions about whether companies should monitor online conversations to improve products and services vary significantly between groups, from 40% between 18 and 24 years, to 57% for those between 45 and 54 years old, down again until 37% for those over 55 years.
And finally, the number of people who believe that companies should answer if there is a negative comment is slightly higher than those who believe that it should also do so if there is a positive comment.