An angry army of 8.2 million Brits have taken to the internet to vent their fury according to new exclusive research by ICM for Claremont.

Almost one in five (17%) have used social media to complain either about poor public services or private companies, with men, the under 35s and those in London most likely to take to Twitter, Facebook and LinkedIn to complain.

As the infographic below reveals, there is an estimated hardcore of almost 250,000 people (3% of complainers) who complain about products and services online every day.

The nation’s digital disgruntalists | Infographic

While utilities companies and poor consumer products get the majority of the online flack, almost one in ten (7%) use the internet to complain about poor service from the public sector, such as the NHS and Job Centre Plus.

With almost three-quarters of the country now using social media networks, public sector organisations and charities should use this research as a wake-up call. The numbers of digital disgruntalists is already at significant levels and will only grow as more people realise that complaining online gets results.

It should no longer be a question of if your organisation needs to prepare for a social media crisis, but how often you need to rehearse your response to online flack.

The disgruntalists’ league table | Infographic


ICM interviewed 2,015 GB adults between 30th November and 2nd December 2012. Results are weighted to reflect the GB population.

​According to the 2011 Census there are 44,105545 people over the age of 18 in England & Wales and an estimated (by GRO Scotland) 4,133,073 people over 18 in Scotland. 48,238,618*0.17 = 8,200,565.  8,200,565*.03 (i.e. the 3% of the complainers who complain every day) = 246,016.