The study, of consumers in the US, the UK, France and Germany as well as India, China, Brazil, and Russia by telecoms analyst company Ovum, found that 32% of consumers in emerging markets had used social media for customer service, compared to 10% in developed markets.

Ovum said that while the survey of emerging markets reflected the more affluent and web-savvy respondents, it still indicated its consumers with greater purchasing power in emerging countries have a preference for using social media for customer service.

"Web savvy consumers in emerging markets, such as China and India, are more inclined to use social media for customer service as opposed to consumers in developed countries," said Ovum's Aphrodite Brinsmead.

"They are using social media to ask and respond to questions in communities, as well as to complain about or promote products and services."

Brinsmead said relatively few customers, across both emerging and developed countries, are able to resolve their issues using social media tools because enterprises are not yet doing enough to encourage or support them.


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