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Twitter report v11_2011
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Transcript of Twitter report v11_2011
10 Quick Facts10 Quick Facts You Should Know AboutKnow About Consumer Behavior on Twitter From the 2011 Chadwick Martin Bailey Consumer Pulse
About this study
Independent Research: Conducted through the CMB Consumer Pulse Supported by Constant Contact
Methodology:
Data collected from 1 491 consumers age 18+ in the Data collected from 1,491 consumers, age 18+ in the United States through the Research Now online panel
Data was collected through a 15-minute online gquestionnaire fielded in January 2011.
Twitter users are frequent online users overall; 50% go online more than once an hour
Time Spent Online
20% 17%
7% 5% 3% 3%
80%
90%
100%
45% 46%
40%
50%
60%
70% Between 2 and 6 times a week
Once a day
Did You Know?
% 34%
50% 20%
30%
40% Once every couple of hours
Multiple times an hour
Did You Know?60% of Twitter users also use Facebook more than 3 hours a week (versus 49% of
29% 34%
0%
10%
Overall Online Users
Facebook Users Twitter Users
Facebook users overall).
Base: All respondents (online users) ● Q28. Which of the following best describes how often you go online?
Twitter may be early in its lifecycle; nearly half of users have been tweeting less than one year
Length of Time as Twitter User
15% 6 months or
38%
6 o s ofewer
7 to 11 months
1 to 2 years Did You Know?
9%
38% Over 2 years
Did You Know?A quarter of Twitter
users over age 50 have been tweeting less than one month.
9%
Base: Twitter users ● Q29a. How long have you been using Twitter?
Most Twitter users are selective about brands they follow; 79% follow fewer than 10 brands
Number of Brands Followed on Twitter
16%
21% 10+
5-9
Follow Brands on Twitter
36%
28%
5 9
3-4
1-2
Yes 21%
Don't Know
4%
0% 10% 20% 30% 40%
No 75%
Base: Those who follow brands on Twitter● Q34a. Approximately, how many brands do you follow?; Base: Those who use Twitter ● Q34. Do you follow any brands on Twitter?
One-third of brand followers are interacting with brands more this year than the previous year
11%
Interaction with brands versus previous year
33% I interact more
I interact the same
57% I interact less
Did you know? Men increased their rate of
brand interaction more from the previous year (38% vs. 27% of
women)
Base: Those who follow brands on Twitter● Q34m. Compared to last year, how have you changed your interactions with brands on Twitter?
Twitter users under 35 are much more likely to follow brands on Twitter than are older users
Twitter users who follow brands (by age)
26% 17%
13%
Under 35 35 to 49 50 and Over
Base: Twitter users ● Q34. Do you follow any brands on Twitter?
75% of followers have never “un-followed” a brand
Percentage of Fans who have and have not
Have un-Don’t Know,12%
Percentage of Fans who have and have not “un-followed” a Brand on Twitter
Have un-followed, 13%
Have not un-followed, 75% Did you know?
Brand followers over 35 are evenover 35 are even more likely to stay
followers.
Base: Those who are follow brands on Twitter ● Q34g. Have you ever “un-followed” any brands on Twitter?
People follow brands to receive exclusivity, promotions, and be “in the know”
Top Five Reasons for Following Brands on Twitter
64% I am a customer of the company
48%
61%
To receive discounts and promotions
To be the first to know information about the brand
36% Gain access to exclusive content
28%
0% 20% 40% 60% 80%
Receive content/information to retweet and share with others
0% 20% 40% 60% 80%
Base: Those who follow brands on Twitter● Q34c: Why did you become a follower? Select all that apply.
Followers read brand posts more than they tweet about brands
Read the tweets posted by the brand
84% Tweet about the brand
23% Did Y K ?
Did You Know?67% of brand
followers expect unique content from the brands they follow.
Base: Those who follow brands on Twitter ● Q34l. For brands that you follow on Twitter, please describe what you do to interact with these brands.
60% of followers say they’re more likely to recommend a brand to a friend after following
Percentage of followers likely to recommend brand to
9% 7% 20%
80%
90%
100%
friends after becoming followers
31% 33%
33%
50%
60%
70%
80%
Don't Know
No
33%
42% 47% 14%
20%
30%
40% Yes, for a few brands
Yes, for many brands
18% 14% 0%
10%
All Brand Followers
Under 35 35 to 49
Base: Those who follow brands on Twitter ● Q34f. Are you more likely to recommend to a friend since becoming a follower? Note: N size for Twitter users who follow brands over the age of 50 is >25.
Half of followers say they’re more likely to buy a brand after following
Men are More Likely to Buy Since Becoming a Follower
45%55%50%
45%
Women Men Overall
Base: Those who follow brands on Twitter● Q34e. Are you more likely to buy since becoming a follower? (% Yes)
Download more free consumer pulse reports at www cmbinfo com/downloadswww.cmbinfo.com/downloads
Learn how to use social media marketing to grow
your business at www socialquickstarter comyour business at www.socialquickstarter.com
For more information contact:
Kristen Garvey at Chadwick Martin Bailey Dave Gerhardt at Constant Contact