Responsiveness on Social Media Drives Millennials’ Loyalty

January 1, 2019

Nearly 4 in 10 American Millennials (38%) are providing at least weekly feedback to companies via social media channels, according to research from TELUS International [infographic]. Given the fact that such a significant proportion is being regularly vocal, it comes as no surprise that two-thirds (66%) say their loyalty towards brands is impacted by the speed of the response they receive in return.

Comparing brands that reply versus those that do not, the impact on loyalty goes given higher. More than 7 in 10 (72%) respondents ages 18-34 say they would be more likely to be loyal to a brand that replies to them, compared to those companies that stay comparatively silent. For respondents aged 45 and up, less than half (47%) feel the same way.

When it comes to acquiring new customers, the absence of a social media page to communicate with can put nearly half of Millennials off from making a purchase, with some 43% stating they would consider buying from another brand that does have such a presence, compared to just 21% of those age 45 or older.

These findings are supported by previous research from SurveyMonkey, which highlighted how Millennials stand out compared to older adults: fewer than 1 in 5 (19%) would have a large degree of trust in a company that lacks social media accounts, compared to 54% among those ages 65 and up.

But in good news for marketers, the feedback that Millennials are leaving tends to skew positive in nature. Close to 1 in 5 (18%) prefer to leave positive feedback, compared with 13% that look to leave negative comments.

Even when feedback is less than ideal, 62% of Millennials are still likely to recommend a brand that has an exceptional social media presence, compared to 50% of adults overall.

As Millennials can be a fickle demographic, with only 19% saying their purchase tendencies are loyal towards specific brands, this suggests that marketers need to make sure their brands are engaging on social if they want to reach these spenders.

The infographic and accompanying data from TELUS International can be viewed here.

About the Data: The results are based on a survey of 2,038 US adults, of which 570 are Millennials (age 18-34).

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