The 2010 American Customer Satisfaction Index (ACSI) E-Business Report says that despite being the most popular website in America, consumers don't like Facebook. Its score of 64 out of 100 ranks it even lower than IRS e-filing. So, Facebook's ACSI ranking is in the bottom 5% of all measured private sector companies and in the same range as airlines and cable companies . . . industries with terrible customer satisfaction.
The report says that privacy concerns, frequent changes to the website, and commercialization and advertising adversely affect users' experience. By contrast, Wikipedia is a non-profit that has had the same user interface for years. Clearly, innovation is critical but sometimes consumers prefer evolution to revolution.
The social media websites measured by ACSI included Facebook, MySpace, Wikipedia and YouTube. Twitter wasn't included because a disproportionate number of users access Twitter through 3rd party applications instead of going to Twitter.com. Wikipedia leads the category at 77, followed by YouTube at 73, Facebook at 64 and MySpace at 63.
In the news and information category, FOX News dominates its competition online as well as on TV. FOXNews.com debuts at the top of the industry with a score of 82, the highest score any news site has ever received in nine years of measurement. FOX News' cable news competitors MSNBC.com (74) and CNN.com (73) trail in satisfaction as well as ratings. All major news websites improve, including newspaper websites for USATODAY.com (+4 percent to 77) and NYTimes.com (+4 percent to 76).
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