Higher customer service expectations sees engaged social media users demanding rapid company response to consumer complaints, according to new research.

Oracle’s Consumer Views of Live Help Online 2012 report, which surveyed more than 3,000 consumers globally, found over half of Twitter users expect a personal response from a brand within two hours of posting a question or complaint on the site whilst 51% of Facebook users demand a same-day response.

Consumers are also increasing the amount of time they spend online, and as a result, relying more on live help, said the report. Additionally, half of the world’s consumers browse and research products online daily, nearly double the figure from 2009’s report.  

Online customer service is also on the rise, with 50% of consumers using live help compared with 37% in 2009, according to the figures.

Live help, detailed information about products and services and access to personal account information remain the three most important features consumers expect to find at a company's website, as was the case in 2009. 

Mike Webster, SVP and GM at Oracle Retail, said: “As consumers frequent online sites more than ever, they expect to engage with companies' customer service representatives while they are there. Whether the customer visits the company's commerce site or social media page, there must be a clear link to a customer service person that is informed and able to help.”