LATEST UPDATES
Meet the ‘ quiet critic ’: relative of the ‘ quiet quitter ’ costing brands a fortune
Despite half of consumers ( 50 %) being frustrated by the experiences they receive online , 43 % say they will never share any feedback so brands can address their shortcomings . That ’ s according to a new report from FullStory , a market and technology leader in Digital Experience Intelligence ( DXI ).
The Quiet Critics report , based on a survey of 7,000 consumers across Asia , Europe and North America , also found that two-thirds ( 65 %) of consumers will simply abandon a website or app when confronted with a digital frustration – and only 16 % are ‘ very likely ’ to give a brand a second chance .
This influential group of silent but dissatisfied customers – ‘ quiet critics ’ – mirror the workplace trend ‘ quiet quitting ’, where disgruntled or ambivalent employees do not inform their bosses of their dissatisfaction and instead do the bare minimum work required to not get fired .
The findings highlight the importance of flawless first-time digital experiences , while also demonstrating the incompleteness of traditional customer feedback mechanisms . Brands across all industries have spent millions in recent years to elicit feedback through customer surveys , reviews , CSAT and Voice of the Customer programmes , but these fail to capture the opinions of millions of consumers who abandon websites and apps without saying anything .
Author and expert in customer complaints , Helen Dewdney , said : “ Consumers often lack the confidence to complain . They worry what will happen if they complain . Will they be banned ? Will they be told they are wrong ? Will they feel worse ? Will they get a staff member into trouble ?”
People now spend more time on TikTok than any other social app
In the world of social media , there ' s a new king in town . According to data presented by the Atlas VPN team , people are now spending more time on TikTok than any other social app .
The average user spent 23.5 hours ( 23 hours and 28 minutes ) each month scrolling through TikTok throughout 2022 – 3 hours and 51 minutes more than the year before . The total time spent on TikTok amounts to nearly 282 hours per year . on YouTube per month . The time spent on the platform decreased by 32 minutes compared to the previous year .
Facebook occupies the third spot on the list . Internet users spent an average of 19.7 hours monthly on the world ' s most popular social media app – eight minutes more than the year before .
It is the first time TikTok has overtaken YouTube regarding time spent on social media . This surge in TikTok ' s popularity is a testament to the app ' s unique and engaging format , which has captured the attention of millions of users worldwide .
However , it is important to note that both video content platforms were previously reported to track user data the most out of social media apps .
These figures are derived from data provided by Meltwater and We Are Social . The data looks at social media monthly usage trends worldwide among Android users aged 16 to 64 . Nevertheless , YouTube is still the second most popular platform in terms of hours watched . Throughout 2022 people spent approximately 23.1 hours
www . intelligentcxo . com
7