Subscribe to RSSFour Things You Might Not Know About Twitter
Compete recently fielded a survey to uncover how consumers are using leading social media platforms and the impact usage has on interaction with a brand. Some interesting findings about Twitter emerged from the study that might be surprising to many. Here are four things that you might not know about Twitter.
1. Twitter users are more likely to engage with the service through a mobile device than are users of other social media platforms. 43% of Twitter account holders utilize the service through a mobile device compared to 34% and 9% for Facebook and LinkedIn respectively. Twitter is well positioned to capitalize on the macro trend of a greater proportion of internet browsing activity shifting to smartphone and tablet devices. See chart below for usage breakdown by device.
2. Twitter drives integration across consumer media channels. 17% of Twitter users tweet about a TV show while watching the show. Clearly this illustrates that many consumers interact with multiple forms of media at the same time. It presents an opportunity for marketers to create compelling TV campaigns, as these commercials not only reach the direct TV audience, but also have the opportunity to scale once tweeted. See chart below for details on Twitter usage by activity.
3. Twitter is more effective at driving purchase activity than Facebook. 56% of those who follow a brand on Twitter indicated they are “more likely” to make a purchase of that brand’s products compared to a 47% lift for those who “Like” a brand on Facebook. This is further evidence that marketers can drive ROI with Twitter by engaging followers through compelling content. See the chart below for more details on usage outcomes across Twitter and Facebook.
4. Twitter is the preferred platform for learning about new product updates. While those who follow a brand on Twitter and “Like” a brand on Facebook do so to learn about discounts and available “free stuff” to a similar degree, the Twitter followers are much more likely to use the platform for “updates on future products” (84% to 60%). Clearly Twitter is viewed as a medium in which consumers can directly communicate with the stewards of the brands they are most interested in. See chart below for details on why consumers choose to follow or Like a brand.
34 Comments
This article just shows how powerful twitter is as a marketing tool – great post!
“Twitter is viewed as a medium in which consumers can directly communicate with the stewards of the brands they are most interested in.”
I think this is the key insight into Twitter. Twitter is all about sharing information quickly and sufficiently. It’s turning into the go-to source for news and instant updates.
Twitter is definitely the best way to drive traffic to other sites and exchange information about products and services. Twitter goes right to the heart of it when it comes to sharing links and other info.
[...] 9% for Facebook and LinkedIn respectively." Twitter needs an ad network to leverage that audience. Read more. Twitter sales chief Adam Bain was happy so he tweeted [...]
[...] Awhile back, I pointed out what Mashable wasn’t telling you about Facebook. Now Compete is getting in on the action with a comprehensive data analysis of the qualitative differences between Twitter and Facebook. [...]
This is a great article but I have some questions about the research methodology.
For instance,
1 – was this an online survey or a phone interview?
2 – how did you select your respondents (demographics, etc.)?
Based on the above I then would look at these infos again.
Also if people check off yes for doing something may not mean they actually do it. In some of our work we found that people tend to click rarely if ever on a link coming their way for two reasons:
1 – they don’t see it when it flickers across their screen, and/or
2 – no time
However, your data illustrate nicely that people do most things you asked them about but do they in practice and how often?
Thanks for sharing this work.
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“Twitter is more effective at driving purchase activity than Facebook” > This is huge, hoping the survey hasn’t been pre-paid by #Twitter
[...] van Twitter zijn mobieler dan de leden van Facebook en LinkedIn. Zo blijkt uit een rapport van onderzoeksbureau Compete. De onderzoekers stelden vast dat 43% van de gebruikers van Twitter op het netwerk actief zijn met [...]
What demographic was surveyed?
[...] (Source: Compete.com.) [...]
[...] I just read this morning that: 56% of those who follow a brand on Twitter indicated they are “more likely” to make a purchase of that brand’s products compared to a 47% lift for those who “Like” a brand on Facebook. AND Twitter is viewed as the medium in which consumers can directly communicate with the stewards of the brands they are most interested in. (But I digress…) [...]
Great to have more data on Twitter usage. For the chart above labeled “Twitter Activity Usage,” can you tell me what the survey question was? Is it correct to interpret this chart as “Only 61 percent of Twitter users actually ‘Read Tweets’”? If so, what accounts for this in your opinion? Does this mean 39 percent of people who describe themselves as “Twitter Users” either a) post but don’t read other people’s Tweets or b) have signed up, but don’t actually use the service? Any additional insights into this?
Thanks! Interesting stuff.
I read this as “How do you use Twitter while watching television?”
Perhaps I am reading too much into it.
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This survey goes to show what I’ve believed all along, Twitter is the leading edge, the vanguard of brand news dissemination. Of course to be effective, NEWS must be the operative world. Observe the Three Golden Rules: Create great content, tell a great story, and tell it to the right people.
On driving more traffic, I would have thought Facebook would have beat Twitter out. I can see when it comes to free stuff, discounts, and promotions. Seem like 9 out of 10 tweets I get are on discounts.
Thanks,
Perry Mink
[...] Compete recently fielded a survey to uncover how consumers are using leading social media platforms and the impact usage has on interaction with a brand. Some interesting findings about Twitter emerged from the study that might be surprising to many. Here are four things that you might not know about Twitter. Read more [...]
[...] to our blog via our RSS feed and receive updates and tips. A recent study by Compete looking at how consumers use some of the top social media platforms, especially in relationship to brand interaction, revealed some interesting points about the [...]
[...] Compete Blog : « Four Things You Might Not Know About Twitter » [...]
Great to have more data on Twitter usage.
[...] La Compete c’est quoi ? Une étude réalisée auprès d’un panel de consommateurs américains. L’objet ? Révéler le lien entre un achat et les réseaux sociaux. En gros, Compete voulait faire ressortir l’impact commercial d’une marque sur les internautes en fonction du réseau social utilisé. L’étude se basait sur quatre questions : [...]
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[...] Four Things You Might Not Know about Twitter [...]
[...] For example Twitter is also becoming a force to be reckoned with according to Compete: [...]
The sample size is too low to make any assertive statements.
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Twitter is powerful marketing tool..
[...] que la campagne prévoit également une déclinaison TV. Une étude de Compete.com affirme que 17% des utilisateurs de Twitter tweetent pendant qu’ils regardent une émission. Ceci n’a pas échappé au directeur du marketing digital de Subway qui voit là [...]