Facebook Inc has conquered the world with its 1.5 billion active visitors. But when it comes to user satisfaction, there is still much to be desired. This is backed up by new data from the American Customer Satisfaction Index. The social media giant is ranked a lowly fifth among its peers. Thesurvey that showed that Pinterest bagged the top slot for the second year in a row.
The 2015 American Customer Satisfaction Index is based on a survey of 5,400 social media users, search engine data and news sites. The survey showed that satisfaction with social media has gained for the second straight year, rising 4.2 percent point to an ACSI score of 74 out of 100.
The Index measured user satisfaction for all the top social media sites, including Facebook Inc , Google+, Instagram, Twitter and LinkedIn. Nearly every site improved on a year-over-year basis.
Claes Fornell, ACSI chairman, said the increase was down to better mobile apps.
“Today’s consumers practically live on their smart phones, and mobile compatibility is increasingly important to customer satisfaction,” he said. “Social media has made strides in improving the mobile experience, particularly through mobile apps that can be optimized by operating system to ensure better compatibility with various screen sizes.”
Also adding to the rise in social media user satisfaction is the greater focus on content. Most of these sites are now an important distribution channel for media outlets.
“The social media platform is an important channel for news organizations, and consumers are increasingly turning to Facebook and social networks for news updates,” David Van Amburg, director at ACSI said. “So perhaps it’s no surprise that social media now scores as highly as news and opinion sites in terms of providing fresh content and up-to-the-minute information.”
Facebook Neck-and-Neck with Google+
Social site Pinterest also impressed with a 3 percent jump in user satisfaction for a total score of 78. Online knowledge platform Wikipedia came in second at 77, followed by Google Inc YouTube at 76.
Facebook Inc had the biggest jump in satisfaction at 12 percent, but still came in a joint fifth with Google+ at 75.
Instagram Shines; Twitter, LinkedIn Disappoint
Instagram made its debut on the list with a great ACSI score of 76. That makes its users more satisfied than those of parent Facebook Inc . FB bought the photo sharing site in 2012.
Since then, the platform has grown from around 30 million users to a whopping 300 million.Instagram topped the category for ease of use on mobile handsets.
Twitter reported its highest ACSI score at 71, but still fell to the bottom half of the pack. LinkedIn was the worst performer among all the social media sites. Despite a 1 percent gain in user satisfaction this year.