10 Quick Facts you Should Know about Consumer Behavior on Twitter 2011 (Chadwick Martin Bailey)...
Transcript of 10 Quick Facts you Should Know about Consumer Behavior on Twitter 2011 (Chadwick Martin Bailey)...
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10 Quick Facts
You ShouldKnow AboutConsumer
Behavior onTwitter
From the 2011 Chadwick Martin Bailey
Consumer Pulse
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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
http://www.cmbinfo.com/downloadshttp://www.socialquickstarter.com/mailto:%[email protected]:[email protected]:[email protected]:%[email protected]://www.socialquickstarter.com/http://www.cmbinfo.com/downloadshttp://www.cmbinfo.com/http://www.socialquickstarter.com/