Twitter Report V11 2011

7/30/2019 Twitter Report V11 2011

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About this study

Independent Research:

Conducted through the CMB Consumer Pulse Supported by Constant Contact

Methodology: , ,

United States through the Research Now online panel

Data was collected throu h a 15-minute online

questionnaire fielded in January 2011.


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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 aweek

Once a day

50%20%

30%

40% Once every couple ofhours

Multiple times an hour

60%ofTwitterusersalsouseFacebook

morethan3hoursaweek(versus49%of

29

0%

10%

Overall OnlineUsers

Facebook Users Twitter Users

Facebookusersoverall).

Base: All respondents (online users) Q28. Which of the following best describes how often you go online?


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Twitter may be early in its lifecycle; nearly halfof users have been tweeting less than one year

Length of Time as Twitter User

15%6 months or

38%fewer

7 to 11 months

1 to 2 yearsDid You Know?

38%Over 2 years

AquarterofTwitterusersoverage50have

beentweetinglessthanonemonth.

Base: Twitter users Q29a. How long have you been using Twitter?


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Most Twitter users are selective about brandsthey follow; 79% follow fewer than 10 brands

Number of Brands Followed onTwitter

16%

21%10+

-

Follow Brands on Twitter

36%

28%3-4

1-2

Yes21%

Don'tKnow

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?


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One-third of brand followers are interacting withbrands 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

Didyouknow?Menincreasedtheirrateofbrandinteractionmorefromthe

previousyear(38%vs.27%ofwomen)

Base: Those who follow brands on Twitter Q34m. Compared to last year, how have you changed yourinteractions with brands on Twitter?


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Twitter users under 35 are much more likely tofollow brands on Twitter than are older users

Twitter users who follow brands (by age)

26%17%

13%Under35 35to49 50andOver

Base: Twitter users Q34. Do you follow any brands on Twitter?


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75% of followers have never un-followed abrand

Dont Know,12%

un-followed a Brand on Twitter

-followed, 13%

Have not un-followed, 75% Didyouknow?

Brandfollowersover 35 are even

morelikelytostayfollowers.

Base: Those who are follow brands on Twitter Q34g. Have you ever un-followed any brands onTwitter?


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People follow brands to receive exclusivity,promotions, and be in the know

Top Five Reasons forFollowing 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

Base: Those who follow brands on Twitter Q34c: Why did you become a follower? Select all that apply.


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Followers read brand posts more than they tweetabout brands

Read the tweets posted by thebrand84%Tweet about the brand

23% ou now67%ofbrandfollowersexpectuniquecontent

fromthebrandstheyfollow.

Base: Those who follow brands on Twitter Q34l. For brands that you follow on Twitter, please describewhat you do to interact with these brands.


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60% of followers say theyre more likely torecommend a brand to a friend after following

Percentage of followers likely to recommend brand to

9% 7%

20%90%

100%

friends after becoming followers

31% 33%

33%

50%

60%

70%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 BrandFollowers

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.


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Half of followers say theyre more likely to buy abrand after following

Men are More Likely to Buy Since Becoming a Follower

55%50%

WomenMenOverallBase: Those who follow brands on Twitter Q34e. Are you more likely to buy since becoming a follower?

(% Yes)


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Learn how to use social media marketing to grow

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For more information contact:

Kristen Garvey at Chadwick Martin Bailey Dave Gerhardt at Constant Contact

Documents

Twitter Report V11 2011