10 Quick Facts

You Should

Know 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

United States through the Research Now online panel

Data was collected through a 15-minute online

questionnaire fielded in January 2011.

Twitter users are frequent online users overall;

50% go online more than once an hour

29% 34%

50%

45% 46%

40%

20% 17%

7% 5% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Overall Online Users

Facebook Users Twitter Users

Time Spent Online

Between 2 and 6 times a week

Once a day

Once every couple of hours

Multiple times an hour

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

Did You Know? 60% of Twitter users also use Facebook

more than 3 hours a week (versus 49% of

Facebook users overall).

Twitter may be early in its lifecycle; nearly half

of users have been tweeting less than one year

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

38%

9%

38%

15%

Length of Time as Twitter User

6 months or fewer

7 to 11 months

1 to 2 years

Over 2 years

Did You Know? A quarter of Twitter

users over age 50 have been tweeting less than one month.

Most Twitter users are selective about brands

they follow; 79% follow fewer than 10 brands

36%

28%

16%

21%

0% 10% 20% 30% 40%

Number of Brands Followed on Twitter

10+

5-9

3-4

1-2

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?

Yes 21%

No 75%

Don't Know

4%

Follow Brands on Twitter

One-third of brand followers are interacting with

brands more this year than the previous year

33%

57%

11%

Interaction with brands versus previous year

I interact more

I interact the same

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

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

Under 35

35 to 49

50 and Over

Twitter users who follow brands (by age)

26%

17%

13%

75% of followers have never “un-followed” a

brand

Have un-followed, 13%

Have not un-followed, 75%

Don’t Know,12%

Percentage of Fans who have and have not “un-followed” a Brand on Twitter

Did you know? Brand followers over 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”

28%

36%

48%

61%

64%

0% 20% 40% 60% 80%

Receive content/information to retweet and share with others

Gain access to exclusive content

To receive discounts and promotions

To be the first to know information about the brand

I am a customer of the company

Top Five Reasons for Following Brands on Twitter

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

Tweet about the brand

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.

84%

23%

Did You Know? 67% of brand

followers expect unique content from the brands

they follow.

60% of followers say they’re more likely to

recommend a brand to a friend after following

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.

18% 14%

33%

42% 47% 14%

31% 33%

33%

9% 7%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All Brand Followers

Under 35 35 to 49

Percentage of followers likely to recommend brand to friends after becoming followers

Don't Know

No

Yes, for a few brands

Yes, for many brands

Half of followers say they’re more likely to buy a

brand after following

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

(% Yes)

Women

Men

Men are More Likely to Buy Since Becoming a Follower

45%

55%

50%

Overall

Download more free consumer pulse reports at www.cmbinfo.com/downloads

Learn how to use social media marketing to grow your business at www.socialquickstarter.com

For more information contact:

Kristen Garvey at Chadwick Martin Bailey

Dave Gerhardt at Constant Contact