A survey of Chinese consumers from November 2010 to January 2011 shows that the use of social media for customer service by Chinese consumers has almost doubled in the last two years.

This media is now seen as a viable alternative to the phone, and about 30 per cent of Chinese consumers get in touch with customer service by using social media to get answer to their queries.

Ovum has also reported a significant increase in the number of Chinese consumers who seek advice from customer service representatives via Web chat and Web self-service channels.

Discussion boards and forums were found to be the most popular uses of social media by Chinese consumers for customer service.

New forms of media