Nielsen Twitter Turkey Consumer Survey

@TwitterAds | Confidential

The Twitter Consumer Survey

@erdemtolon 09.07.2014

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DIGITAL HAS CHANGED HOW WE INTERACT WITH EACH OTHER AND SHARE INFORMATION

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2013 The

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Paid

Earned

TV Spots

Print Ads

Radio Spots

Online Display Ads

Outdoor Ads

Corporate Website

NEW MEDIUMS

Owned

Blog Entries and Comments

TwiPer Posts

Board Discussions

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ht ©

2012 The

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NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK

reach the right people

impact their behaviour

influence their opinion

REACH RESONANCE REACTION

•  The Twitter Consumer

•  Turkey Consumer Survey •  Mobile Users •  Brands •  Promoted Content •  Dual Screening

•  Quiz Game

AGENDA


March 2014

THE TWITTER CONSUMER TWITTER TURKEY CONSUMER SURVEY

@TwitterAds|Confidential

Methodology

About the study

Nielsen conducted an online survey which was completed by 1,000 Twitter visitors who visited on any device in the past 30 days in Turkey.

The survey in March 2014 is across a demographic profile reflective of Twitter.

Twitter wants to understand and provide key marketers with a wide range of insights into Twitter users in Turkey

7


74%

Twitter is an everyday activity

The following shows how, what & why they do...

8 Base: All Q5: On average, how frequently do you use the following social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

of users visit Twitter everyday and 56% engage several times a day

@TwitterAds|Confidential 9

Women more likely to Tweet about brands/products & about what they are doing; Men about news, sport and work

Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

111

105

102

102

103

104

106

107

107

110

111

113

News and Sport

Work

Jokes/humour

Politics

Tweet videos

Celebrities

About what I am thinking

TV shows

Tweet pictures

Music

About what I am doing

Brands/products

Avg. Twitter User =100

Women more likely to Tweet about

Men more likely to Tweet about


Base: All Q17: Thinking specifically about the personal account you use the most on Twitter, please tell us how many Twitter accounts/people that – I follow, Follow me Q18: Please select the following the types of Twitter accounts/people that - I follow Base: Follow Celebrities Q18a: What types of celebrities are you following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

263 Following (avg.)

267 Followers (avg.)

77% Friends

75% Celebrities

65% People I don’t know

64% Brands/Companies

70% Family

61% Work Network

76% Film Celebs

61% TV Celebs

71% Music Celebs

64% Sports Celebs/Athletes

55% Authors/Writers

36% Fashion Celebs

2 in 3 follow brands and companies on Twitter

@TwitterAds|Confidential 11 Base: Followers Q22: How do you discover/find out whom to follow on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Friends, family and retweeted posts from followers are influential in discovering who to follow on Twitter

50% 45%

38% 38% 37% 35% 35% 34% 33%

27%

17% 17%

1% 0%

10%

20%

30%

40%

50%

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s/fa

mily

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ets

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Discover who to follow through…

@TwitterAds|Confidential 12 Base: All Q6: Which devices do you use to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

3 in 5 use two or more devices to access Twitter

84%

67%

30%

26% [PC/Laptop only]

32% [Mobile +

PC/Laptop]

4% [PC/Laptop

+ Tablet]

Tablet

PC/Laptop

Mobile Phone

11% [Mobile only]

2% [Mobile + Tablet]

2% [Tablet Only]

23% [All 3

Devices]

23% use Twitter on all 3 devices


Base: All Q6: Which devices do you use to access these social networks? Q7: And, which device do you use MOST OFTEN to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

84%

67%

30% 13% 12%

0%

15%

30%

45%

60%

75%

90%

PC/Laptop Mobile phone

Tablet e-Reader/ Music player

Games console

Device used to access Twitter

1 2

3

4 5

Primary Device used to access Twitter

56% primarily use PC/Laptop

1: PC / Laptop 2: Mobile Phone 3: Tablet 4: Games console 5: e-reader/Music player

For over half (56%), the primary way to access Twitter is by using a PC/Laptop Whilst for 37% mobile phone is the primary device


A wide range of Twitter features are used daily

Base: All Q8: Thinking about Twitter specifically, how frequently do you do the following? A: Daily Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

ReTweet 56%

Tweet Photos 46%

Search 52%

Send Direct Messages

47%

Reply to Tweets

57%

Tweet 59%

View Twitter profiles

58%

Check Trending Topics

66%

Read Direct Messages

58%

Click on links 59%

Find accounts to follow

45%

Favourite Tweets

52%

Read Tweets on the timeline

64%

Tweet Videos 41%

Tweet using Hashtags

49%

Quote Tweets

49%

14

Co

nd

uc

t D

aily


Base: All Q10: On weekdays and weekends, when during the day do you use Twitter? Ranked by biggest differences between weekday and weekend usage Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Locations for Twitter use differ throughout the week

15

Users slightly more likely to use Twitter whilst watching TV during weekdays

48% 48%

41% 41% 42% 45%

32%

26%

19%

21% 23% 20% 20% 26% 31%

39% 29%

20%

Weekday Weekend

At

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Du

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atc

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he

ba

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r

Weekday preferred usages Weekend preferred usages


Most Twitter users Tweet about humorous content and what they are thinking

Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

47% 47% 42% 41% 41%

38% 37%

30% 29% 28% 26% 24% 23% 21% 21% 19%

0%

10%

20%

30%

40%

50%

Soc

ialis

ing

with

fr

ien

ds

Ne

ws

an

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po

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Twe

et

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Polit

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Mu

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Ab

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Film

s

Twe

et

vid

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Sha

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I've

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53% Jokes / Humour

48% About what I am thinking


TWITTER MOBILE USERS


Mobile Device = Smartphone &/or Tablet Base: All Q6: Which devices do you use to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

73%

use a mobile device to access Twitter

Mobile is at the heart of Twitter


Twitter mobile users are engaged

19

56% 65%

0%

25%

50%

75%

100%

Avg. Twitter User Twitter | Mobile (Primary) User

Once a month or less

Several times a month

Once a week

Several times a week

Once a day

Several times a day [1.2x]

Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile users Q7. And, which device do you use MOST OFTEN to access these social networks A: Twitter Base: All, Twitter mobile (primary) users Q5: On average, how frequently do you use the following social networks? A: Twitter Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Frequency of Twitter Usage

of Twitter mobile users state that mobile devices are the primary

way they access Twitter

56%

Those that use Twitter primarily on their mobile are 1.2x more likely to engage several times daily than average Twitter users

[ ] more likely to than the average Twitter user


Mobile Device = Smartphone &/or Tablet Base: All, Twitter mobile (primary) user Q11: And when during the day do you use Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Mobile users are more likely to engage with Twitter through most of the day on weekdays

20

0%

20%

40%

60%

Mid

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ht

-7a

m

7am

-9a

m

9am

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on

No

on

-3p

m

3pm

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6pm

-9p

m

9pm

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idn

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t

Weekdays

0%

20%

40%

60%

Mid

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ht

-7a

m

7am

-9a

m

9am

-no

on

No

on

-3p

m

3pm

-6p

m

6pm

-9p

m

9pm

-m

idn

igh

t

Weekends

When Twitter users’ are active on Twitter

When Twitter Mobile (Primary) users’ are active on Twitter

Particularly more active than the average Twitter user up to 3pm on a weekday


Simultaneous engagement

21

59%

of Twitter Mobile (primary) users use

Twitter whilst watching TV

Compared to 55% of average Twitter users

Index v Average Twitter User. Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) user Q10: On weekdays and weekends, when during the day do you use Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014


Twitter mobile users engage with brands

22

Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) users Q9, Q10, Q13, Q18, Q36a [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

1 in 4 use Twitter to

discover new brands/

products

3 in 5 use Twitter to

follow brands/

companies

1 in 5 Tweet about

brands / companies

1 in 2 use Twitter

whilst shopping

Twitter Mobile (primary) users…

Brands have the potential to leverage this engagement


Twitter mobile users engage with brands because they like them & to hear about promotions

23

Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) users Q18. Please select the following the types of Twitter accounts/people that I follow A: Brands/companies Base: Twitter Mobile (Primary) brand followers Q25. Why do you follow brands/companies on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

26%

27%

27%

28%

31%

33%

42%

44%

46%

46%

0% 25% 50%

Take part in competitions/ contests

I'm a current customer

Get freebies

Leave feedback about my experiences with brand

Customer service and support

They Tweet interesting/entertaining content

Stay up to date with news about brand/company

Learn about new product/service releases

To be notified of special offers/ promotions/sales

Like the brand

61%

of Twitter Mobile (primary) users follow brands/ companies on

Twitter

Why they follow brands…


Twitter on mobile delivers on hard metrics

24

Mobile Device = Smartphone &/or Tablet Base: Twitter mobile (primary) users who follow brand/company Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

As a result of following brands/companies Twitter Mobile (Primary) users …

1 in 2 visited the

brands website

34% searched for the brand/

product on the internet

37% Found out more

info about a brand

44% have bought the brand/

product

38% Tweeted about

a positive experience

1 in 2 Looked at

reviews and recommendations


TWITTER BRANDS


Base: All Q18: Please select the following the types of Twitter accounts/ people that: you follow Base: Brand Followers Q19. Have you ever unfollowed any of the following on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

64%

Follow brands/companies 2 in 3 of whom, have never unfollowed a brand Once you persuade them to follow you, you’re part of the ongoing conversation… 75%

of those who follow brands /companies are potential new customers [25% are current customers]


Twitter users follow a wide range of brands and are keen to hear more

27

48%

41%

38%

37%

36%

36%

34%

32%

32%

31%

29%

29%

28%

23%

23%

23%

22%

22%

22%

17%

61%

53%

52%

60%

61%

36%

56%

60%

48%

61%

62%

60%

54%

52%

42%

50%

61%

44%

43%

59%

-10%

0%

10%

20%

30%

40%

50%

60%

70%

Spo

rts

Tea

ms

Ne

ws

an

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ag

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TV C

ha

nn

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V S

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Polit

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Mo

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De

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Follow Want to hear more from

Base: Followers Q23: Do you follow any of these types of accounts on Twitter? Base: Category brand followers Q30: You mentioned you followed the below types of brands/companies on Twitter. In the future, which of the following do you want to hear more from on Twitter? Source: Nielsen Twitter Consumer Re-contact Survey, Turkey, March 2014


Most likely reasons to follow brands are because they like them & to know of new releases/offers/news

28

Base: Brand followers Q25: Why do you follow brands/companies on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

22%

22%

24%

25%

27%

27%

28%

29%

30%

30%

44%

45%

46%

49%

0% 25% 50%

For news/information relating to my job/career

To search/find out about jobs

My friends follow/recommended to follow the brand

I'm a current customer

For access to exclusive content

To leave feedback about my experiences with the brand

To take part in competitions/contests

To get freebies

For customer service and support

They Tweet interesting/entertaining content

Stay up to date with news about the brand/company

To learn about new product/service releases

To be notified of special offers/promotions/sales

I like the brand

Brand Followers: Why they follow brands…


Twitter closing the loop

29

63% read Tweets about people talking about brands

60% read Tweets about purchases people have

recently made

35% use Twitter to read about

brands

34% use Twitter to discover brands

61% read Tweets about recommendations about

brands

41% found out more info about a brand

40% searched for brands on the web

52% Retweeted

brands’ Tweets in the last 3

months

38% sent Tweets to brands in the

last 3 months

34% favourited a brand’s Tweet

in the last 3 months

24% Tweet about

purchases they wanted to

make

49% visited a brands’ website

24% visited a brand's physical

location

45% bought the brand/product

34% Tweeted about a positive

brand experience

21% Tweeted about

purchases recently made

On The Radar

Research

Signal

Further Investigation

Closing The Loop

Purchase

64% follow brands/companies on Twitter, of whom…


Twitter closing the loop

30

Base: Brand followers Q9, Q13, Q14, Q26, Q29 [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

64% follow brands/companies on Twitter, of whom…

On the radar Research Signal Further investigation

Purchase Closing the loop

63% read Tweets about people talking about brands

61% read Tweets about recommendations about brands

52% Retweeted brands’ Tweets in the last 3 months

49% visited a brands’ website

45% bought the brand/product

34% Tweeted about a positive brand experience

60% read Tweets about purchases people have recently made

41% found out more info about a brand

38% sent Tweets to brands in the last 3 months

24% visited a brand's physical location

21% Tweeted about purchases recently made

35% use Twitter to read about brands

40% searched for brands on the web

34% favourited a brand’s Tweet in the last 3 months

34% use Twitter to discover brands

24% Tweet about purchases they wanted to make

A purchase Tweeted about is another

purchase INSPIRED


Value of a follower

As a result of following brands/companies followers are…

Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

49% visited the

brands website

40% searched for the brand/

product on the internet

41% Found out more

info about a brand

45% have bought the brand/

product

34% Tweeted about

a positive experience

49% Looked at

reviews and recommendations


Base: Brand followers Q26: Have you done any of the following in the last 3 months? Q27: You stated that you have retweeted content from brands/companies. Which of the following describes why you retweet them? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Brands are amplified for their likeable & interesting content

Photos Tweets Videos

54% have retweeted brands in the past 3 months….

38% 28% 27% 32%

35%

38%

39%

40%

46%

47%

50%

58%

0% 20% 40% 60%

Thought content was funny

Receive freebies

Receive a special offer/ discount/sales

Encourage my followers to follow brand

Enter competitions/contests

Show my support for company

Thought content was interesting

Wanted my followers to see content I am interested in

Liked the content

Why they retweet brands…

Brand Followers


Base: Brand followers Q19: Have you ever unfollowed any of the following on Twitter? Base: Brand followers who have unfollowed brands Q31: You mentioned earlier you have unfollowed brands/companies on Twitter before. Why did you do so? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

2 in 3 have never unfollowed brands – once activated, they are with you for the long haul

of brand followers have unfollowed a brand/company

on Twitter

36%

Brands have to maintain interest/relevancy and offer more promotions, while being mindful of negative experiences with brand to avoid being unfollowed

23%

25%

29%

30%

30%

31%

35%

35%

35%

37%

42%

0% 25% 50%

They retweeted too many Tweets

Too many spam messages

Not enough competitions/contests

Too many Tweets

Not enough freebies

Not enough information about products/services

Tweets were not relevant

Not enough promotions/special offers/sales

No longer like/interested in the brand/company

Had a negative experience with the brand

Their Tweets were not interesting

Why they unfollow brands…


Followers communicate positive brand experiences

Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

15% Spoke about a negative experience with friends

18% Tweeted about a

negative experience

28% Spoke about a positive experience with friends

34% Tweeted about a

positive experience

There is opportunity on Twitter for brands to also address negative comments

Brand Followers…


TWITTER PROMOTED CONTENT


87%

of Twitter users recall seeing promoted content

36

Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for ‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have you seen before today? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014


Awareness is strong amongst consumers

37

of the 87% of Twitter users that recall

seeing promoted content

55% are aware of Promoted Accounts

63% are aware of Promoted Trends

52% are aware of Promoted Tweets

Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for ‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have you seen before today? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014


Twitter users don’t find advertising on Twitter intrusive

38

Base: Aware of promoted activity Q36a: Thinking specifically about advertising on Twitter, please indicate how strongly you agree or disagree with the following statements: A: Strongly/Somewhat agree [+neither for ‘Don’t mind] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

1 in 2 Advertising on

Twitter is fun and entertaining

57% Think advertising on

Twitter is relevant

53% Find advertising on

Twitter useful + 3 in 4

Don’t mind/are neutral towards advertising on

their Twitter timeline


Get noticed

39 Base: Aware /Not aware of promoted activity Q9, Q10, Q13, Q18 [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

75% more likely to use Twitter to

discover new brands/

products

43% more likely to use Twitter to

follow brands/

companies

60% more likely to Tweet about

brands / companies

38% more likely to

use Twitter whilst

shopping

Those aware of Promoted activity on Twitter are…

than those who are not aware


Encourages to engage with Promoted Tweets to impact key advertising / brand metrics

40 Note: Global Norms based on x number of studies: brand awareness: 17, message association: 36, intent:73 Lift means proportional uplift between control/exposed and non-engager/engager Source: Nielsen Brand Effect for Twitter

Standard Norms Lift Non-Engager v. Engager

Brand Awareness +30.3%

Purchase Intent +41.9%

Message Association +50.4%

Nielsen Brand Effect for Twitter | Global Norms


TWITTER DUAL SCREENING


55%

of whom, very often or sometimes use

Tablet

88%

72%

77% PC/Laptop Mobile Phone

Base: All Q10: On weekdays and weekends, when during the day do you use Twitter? Base: Those that use Twitter whilst watching TV Q32: How often do you use Twitter on the following devices whilst watching TV? A: Very Often/Sometimes Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

use Twitter whilst watching TV

Simultaneous engagement

42


Base: Those that use Twitter whilst watching TV (Very often/sometimes) Q33: You mentioned you used Twitter whilst watching TV. How frequently do you do the following on Twitter whilst watching TV? A: Very Often/Sometimes/Rarely Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Furthering brand interaction with consumers Brands have an opportunity to interact with consumers across multiple platforms in a synergistic manner

43

83% Tweeted about a TV advert airing during the TV show

83% Searched on Twitter for a brand/product seen on a TV advert


TWITTER SUMMARY


Twitter is an everyday activity 74% of users visit Twitter everyday & 56% engage several times a day.

Mobile is at the heart of Twitter 73% use a mobile device (phone and/or tablet) to access Twitter. 56%, of whom, state that mobile devices are the primary way they access Twitter.

Followers are part of the ongoing conversation 64% follow brands/companies. 2 in 3 of whom, have never unfollowed a brand.

Source: Nielsen Twitter Consumer Survey, Turkey, March 2014

Twitter can enhance the TV experience and further brand interaction with consumers 55% use Twitter whilst watching TV, actively engaging about the TV show and brands advertised . Twitter Sports Enthusiasts are 1.2x more likely to dual screen. An opportunity for brands to leverage Twitter to engage with Sports Enthusiasts before, during and after the upcoming FIFA World Cup.

Get noticed 87% of Twitter users recalled seeing promoted content. Those aware are more likely to use Twitter to discover new brands/products.

75% of those who follow brands/companies are potential new customers [only 25% are current customers].


Quiz Time

Copyrig

ht ©

2012 The

Nielse

n Co

mpany. Con

fiden

:al and

proprietary.

47

#ÇAYSİMİTTWEET @ERDEMTOLON


TWITTER

Documents

Nielsen Twitter Turkey Consumer Survey