Twitter 10 Things You Should Know

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    14-Apr-2017

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  • 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.

    http://www.socialquickstarter.com/http://www.cmbinfo.com/http://blog.cmbinfo.com/downloadshttp://www.constantcontact.com/

  • 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).

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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.

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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?

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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%

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 75% of followers have never un-followed a

    brand

    Have un-followed, 13%

    Have not un-followed, 75%

    Dont 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?

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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.

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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.

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 60% of followers say theyre 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

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • Half of followers say theyre 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

    http://www.socialquickstarter.com/http://www.cmbinfo.com/

  • 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

    http://www.socialquickstarter.com/http://www.cmbinfo.com/http://www.cmbinfo.com/downloadshttp://www.socialquickstarter.com/mailto: kgarvey@cmbinfo.commailto:pr@constantcontact.com