Fasthosts Reveals 1 In 3 Consumers Has Posted A Negative Review Of A Firm Online
Released on: December 09, 2011, 10:14 am
Industry: Internet & Online
Fasthosts, a leading UK web hosting provider, has revealed
that one third of British consumers has posted negative material online
relating to a company or product.
The survey of 1300 UK consumers* commissioned by the web hosting company found 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.
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).
However, 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.
It appears that few British companies are seeing the benefits of getting to grips
with the issue of negative online material. Data from 400 UK small businesses**
reveals that few UK companies choose to interact with customers who publish negative
material about them. Despite the prevalence of online complaints, only 12 per cent
of small firms have ever engaged with an online complaint.
Stephen Holford, Marketing Director, Fasthosts Internet, commented: "It is
understandable that many business owners' first instinct may be to shy away from
their customers' online complaints. However, addressing negative online material
enables a company to learn about their customer experience as well as improve their
customer retention and online reputation."
Graham Jones, Internet Psychologist, added: "People who want to complain about a
company are getting a sense of freedom and power as a result of social networks and
feel encouraged to make such complaints. As a result, this is a growing problem for
companies and is something they must do as a matter of routine. Interestingly,
several studies show that when people have their complaints positively responded to
they are more supportive of the business than they were before the complaint was
made. Psychological research shows this is linked to the fact that when the
complaint is responded to well, people feel as though they are being cared for,
which produces positive emotional responses."
- ends -
Notes to Editors:
* 1376 UK adults surveyed by OpinionMatters via electronic feedback form
** 426 UK firms with a website surveyed via electronic feedback form
Fasthosts is a leading web hosting provider. Based in the UK and operating from their dedicated UK data centres, Fasthosts keeps over 1 million domains running smoothly and ensures over 42 million emails are delivered safely each day. All Fasthosts services can be self-managed through the Fasthosts web-based control panel. Services include domain name registration, shared web hosting, reseller hosting, business-class email, virtual private servers, dedicated server hosting, software-as-a-service, online back-up, secure online storage and unlimited broadband. The company has won the Microsoft Hyper-V Cloud Partner Award 2011, Microsoft's Global Hosting Partner Award for 2011 and 'Best Web Host' in the Computer Shopper Magazine Awards 2011, as voted for by readers.
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