10 things to know about consumer behaviour on twitter
DESCRIPTION
TRANSCRIPT
![Page 1: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/1.jpg)
10 Quick Facts
You Should
Know About
Consumer
Behavior on
From the 2011 Chadwick Martin Bailey
Consumer Pulse
![Page 2: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/2.jpg)
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.
![Page 3: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/3.jpg)
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).
![Page 4: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/4.jpg)
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.
![Page 5: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/5.jpg)
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
![Page 6: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/6.jpg)
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?
![Page 7: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/7.jpg)
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%
![Page 8: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/8.jpg)
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?
![Page 9: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/9.jpg)
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.
![Page 10: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/10.jpg)
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.
![Page 11: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/11.jpg)
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
![Page 12: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/12.jpg)
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
![Page 13: 10 Things to know about consumer behaviour on Twitter](https://reader034.vdocument.in/reader034/viewer/2022051816/545909f2b1af9fc0638b56fc/html5/thumbnails/13.jpg)
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