Table - Consumer Expectations For Brands' Twitter Responses

Consumers who expect brands to respond to their tweets expect those responses to come quickly, and they’ll punish brands who don’t meet their expectations, according to a study by Millward Brown Digital commissioned by Lithium Technologies. A slight majority of Twitter users who expect brands to respond to their tweets feel that those responses should come in less than an hour. When there’s a complaint involved, 72% demand a quick response. Brands be warned: these consumers appear to have a limited amount of patience.

Recent research has suggested that consumers expect quicker responses on social media than via email, but these consumers might be frustrated by actual results: Socialbakers data suggests that during the first quarter of this year, brands responded to only 38% of questions posed of them on Twitter, taking an average of 6-and-a-half hours to do so. Read the rest at MarketingCharts.