Internet Reviews - Consumer Power

One third of British consumers has posted negative material online relating to a company or product, according to research by Fasthosts Internet Ltd, a leading UK web hosting provider. The survey of 1300 UK consumers finds that it is now common place for Britons to express their gripes openly online, most commonly on social networking sites such as Facebook and Twitter, as well as online forums. Over half of young adults have published negative online reviews.

 

Encouragingly for firms, the vast majority of consumers are willing to give a company a second chance if it responds well to their online complaints.

 

Today, increasing numbers of shoppers are voicing their dissatisfaction with firms on the Internet.  The snowballing of social media websites and mobile Internet has given new power to the consumer to communicate and collaborate with each other on consumer issues.  Fasthosts’ ‘Online Reviews Audit’ finds that 33 per cent of consumers admit to having posted a negative online review of a company, product or service.  

 

Whilst willingness to share frustrations online is equal across both genders, the issue ranges in frequency according to age.

 

Younger Britons are far more likely to publish their grievances. Some 52 per cent of under 24 year olds have turned to the web in this way.  39 per cent aged 25-34, and 38 per cent of adults aged between 45-54 years have done so.  1 in 4 of those older (28 per cent) vented their concerns online.  Geographical location also appears to be a driver, with the issue most common in the south east (38 per cent) and far north of England, such as North East (37 per cent).  

 

Perhaps most significant is Britons’ willingness to forgive and forget in the right circumstances.  Some 84 per cent of consumers would forgive a company for mistakes and be willing to use it again if the firm engaged with their negative online review and discussed the issues with them.  There is clearly a good opportunity for businesses to use the Internet as a cost effective means to identify and win back unhappy customers.