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July 27, 2021

A tale of two e-business blunders: Where Twitter and aren’t satisfying users

David Vanamburg

At first glance, user satisfaction with e-business can best be described as steady.

Per our E-Business Study 2020-2021, all three e-business industries – social media, news and opinion, and search engines and information – are unchanged year over year, with ACSI scores of 70, 74, and 76, respectively.

However, if you dig deeper than the industry level, you’ll quickly realize these marks don’t tell the whole story.

Take Twitter and, for example. These two entities are extremely popular among the masses. Currently, Twitter has 353 million monthly active users and generated $3.72 billion in revenue last year. Meanwhile, Fox News Digital had a record year in 2020.

But popularity and customer satisfaction don’t always go hand in hand. Regrettably for Twitter and, that’s not a good thing.

Twitter takes an epic fall

User satisfaction with Twitter tanks, dropping 10% to an ACSI score of 61. With the biggest decline across all three e-business categories, Twitter now sits in last place among social media companies.

Users feel that Twitter is worse in every customer experience benchmark – sometimes, significantly worse. They say the social media network is harder to navigate, lacks variety of services and information, and offers poor site performance. And we haven’t even touched on privacy.

While privacy has the industry’s worst score among customer experience benchmarks, users feel social media improves in this area (69 to 71). However, it’s Twitter’s biggest issue, according to the data. The social media giant finishes near the bottom of the industry in this area.”

This shouldn’t be all that surprising if you follow the news. Twitter has received negative press for countless security blunders, including a cryptocurrency scam stemming from the hacks of high-profile accounts like President Joe Biden, Kanye West, Jeff Bezos, Elon Musk, and more.

Twitter also faces a “content” problem. According to users, the content isn’t as fresh or relevant as last year. Identifying who is most dissatisfied with Twitter is a fool’s errand.

Individuals on both sides of the political spectrum have voiced frustration with Twitter. Conservatives, upset over numerous account suspensions – like former President Donald Trump’s – are citing attacks on free speech, while liberals are perturbed that Twitter waited so long to curb the spread of misinformation. faces unfamiliar territory’s satisfaction struggles aren’t as sudden or intense as Twitter’s, but the writing’s been on the wall, it seems, for some time.

In 2012, led internet news and opinion with an ACSI score of 84. By 2014, that number dropped to 76. It climbed as high as 79 in 2016, but hasn’t hit 80 or above since 2013 – when it was 82 – and user satisfaction has declined for three years straight.

This year, stumbles 4% to a new record-low score of 72. While that’s still good enough to remain atop individually measured sites, it now shares the lead with, and its position as the industry’s bona fide leader is in jeopardy.

According to users,’s site performance is poorer, the content is less fresh, and the site is more difficult to navigate. Additionally, when it comes to the ease of using the site on different devices, is among the industry’s worst.

Can Twitter and find their footing?

Twitter and aren’t the only ones in the e-business sector experiencing satisfaction slumps, but their declines are the most notable. is now closer to the middle of the pack in internet news and opinion than it is to the top, and Twitter now sits at the bottom of social media.

They each have work to do to turn things around, but at least users are giving them an idea of what needs to be fixed. Twitter users desire fresher and more content, as well as a greater variety of services and information, while readers wish the site was easier to navigate and easier to use on different devices.

There’s no guarantee that making these changes will improve satisfaction, but it can’t hurt. Given each of their current situations, any improvements might be welcome.

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