Use of Web chat or Web self-service has increased in the past two years. Today more than 60 per cent are using these channels as compared to less than 20 per cent two years ago.

But a direct call with a customer service representative is the most popular option to solve problems among Chinese consumers.

"We expect the use of social media for customer service will quickly catch up with Web chat and Web self-service channels. The number of Chinese consumers using social media for customer service today is significantly higher compared to the UK and US," said Ovum analyst, Aphrodite Brinsmead.

"In emerging contact centre markets such as China, consumers are keen to experiment with new forms of media. Contact centres must evolve with their customers, providing information via the Web and responding to social queries on forums to ensure that customers receive accurate product and service information."