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
Time Spent Online
100% 90% 20%

5%

3% 17%

3% 7%

80%
70% 60% 50% 40% 30% 50% 20% 29% 10% 0% Overall Online Users Facebook Users Twitter Users 34% 45% 46% 40%
Between 2 and 6 times a week Once a day Once every couple of hours Multiple times an hour

Did You Know? 60% of Twitter users also use Facebook more than 3 hours a week (versus 49% of Facebook users overall).

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

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

Length of Time as Twitter User

15% 38%

6 months or fewer 7 to 11 months 1 to 2 years Over 2 years

38% 9%

Did You Know? A quarter of Twitter users over age 50 have been tweeting less than one month.

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

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

Number of Brands Followed on Twitter Follow Brands on Twitter

10+ 5-9

21% 16% 28% 36% 0% 10% 20% 30% 40%

Don't Know 4%

Yes 21%

3-4 1-2

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?

One-third of brand followers are interacting with brands more this year than the previous year

Interaction with brands versus previous year

11% 33%
I interact more

I interact the same

57%
Did you know?
Men increased their rate of brand interaction more from the previous year (38% vs. 27% of women)

I interact less

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
Twitter users who follow brands (by age)

26% 17% 13%

Under 35
35 to 49 50 and Over

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

75% of followers have never un-followed a brand

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

Dont Know,12%Have unfollowed, 13%

Have not unfollowed, 75%

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

Top Five Reasons for Following Brands on Twitter

I am a customer of the company

64%

To be the first to know information about the brand

61%

To receive discounts and promotions

48%

Gain access to exclusive content

36%

Receive content/information to retweet and share with others

28%
20% 40% 60% 80%

0%

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

84%
23%

Read the tweets posted by the brand

Tweet about the brand

Did You Know? 67% of brand followers expect unique content from the brands they follow.

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.

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

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

100% 90% 80% 70% 60% 50% 40% 30% 20% 33% 18% All Brand Followers 14% Under 35 35 to 49 42% 47% 14% 33%
Don't Know No Yes, for a few brands Yes, for many brands

9%

7% 20%

31%

33%

10%
0%

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.

Half of followers say theyre more likely to buy a brand after following
Men are More Likely to Buy Since Becoming a Follower

50%

55% 45%

Overall

Men

Women

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

 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