7/31/2019 10 Quick Facts you Should Know about Consumer Behavior on Twitter 2011 (Chadwick Martin Bailey) JUL12
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10 Quick Facts
You ShouldKnow AboutConsumer
Behavior onTwitter
From the 2011 Chadwick Martin Bailey
Consumer Pulse
7/31/2019 10 Quick Facts you Should Know about Consumer Behavior on Twitter 2011 (Chadwick Martin Bailey) JUL12
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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 onlinequestionnaire fielded in January 2011.
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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 OnlineUsers
Facebook Users Twitter Users
Time Spent Online
Between 2 and 6 times aweek
Once a day
Once every couple ofhours
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% ofFacebook users
overall).
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Twitter may be early in its lifecycle; nearly halfof 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 orfewer
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.
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Most Twitter users are selective about brandsthey follow; 79% follow fewer than 10 brands
36%
28%
16%
21%
0% 10% 20% 30% 40%
Number of Brands Followed onTwitter
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?
Yes21%
No75%
Don'tKnow
4%
Follow Brands on Twitter
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One-third of brand followers are interacting withbrands 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 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
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%
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75% of followers have never un-followed abrand
Have un-followed, 13%
Have not un-followed, 75%
Dont Know,12%
Percentage of Fans who have and have notun-followed a Brand on Twitter
Did you know?
Brand followers
over 35 are evenmore likely to stay
followers.
Base: Those who are follow brands on Twitter
Q34g. Have you everun-followed any brands onTwitter?
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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 forFollowing Brands on Twitter
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 the
brand
Tweet about the brand
Base: Those who follow brands on Twitter
Q34l. For brands that you follow on Twitter, please describewhat you do to interact with these brands.
84%
23%Did You Know?
67% of brand
followers expect
unique content
from the brandsthey follow.
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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 BrandFollowers
Under 35 35 to 49
Percentage of followers likely to recommend brand tofriends after becoming followers
Don't Know
No
Yes, for a few brands
Yes, for many brands
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Half of followers say theyre more likely to buy abrand after following
Base: Those who follow brands on Twitter Q34e. Are you more likely to buy since becoming a follower?
(% Yes)
WomenMen
Men are More Likely to Buy Since Becoming a Follower
45%
55%50%
Overall
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Download more free consumer pulse reports atwww.cmbinfo.com/downloads
Learn how to use social media marketing to growyour business at www.socialquickstarter.com
For more information contact: Kristen Garvey at Chadwick Martin Bailey
Dave Gerhardt at Constant Contact
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