Nielsen Twitter Turkey Consumer Survey

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Nielsen Twitter Turkey Consumer Survey

  1. 1. @TwitterAds | Confidential The Twitter Consumer Survey
 @erdemtolon 09.07.2014
  2. 2. Copyright  ©2012  The  Nielsen  Company.  Confiden:al  and  proprietary.   2   DIGITAL  HAS  CHANGED  HOW  WE  INTERACT  WITH  EACH  OTHER  AND   SHARE  INFORMATION  
  3. 3. Copyright  ©2013  The  Nielsen  Company.  Confiden:al  and  proprietary.   3   Paid   Earned   TV  Spots   Print  Ads   Radio  Spots   Online   Display  Ads   Outdoor  Ads   Corporate   Website   NEW  MEDIUMS   Owned   Blog  Entries  and   Comments   TwiPer  Posts   Board   Discussions  
  4. 4. Copyright  ©2012  The  Nielsen  Company.  Confiden:al  and  proprietary.   4   NIELSEN  ADVERTISING  EFFECTIVENESS   FRAMEWORK   reach  the   right  people   impact  their   behaviour   influence   their  opinion   REACH   RESONANCE   REACTION  
  5. 5. •  The Twitter Consumer •  Turkey Consumer Survey •  Mobile Users •  Brands •  Promoted Content •  Dual Screening •  Quiz Game AGENDA
  6. 6. @TwitterAds | Confidential March 2014 THE TWITTER CONSUMER TWITTER TURKEY CONSUMER SURVEY
  7. 7. @TwitterAds|Confidential Methodology About the study Nielsen conducted an online survey which was completed by 1,000 Twitter visitors who visited on any device in the past 30 days in Turkey. The survey in March 2014 is across a demographic profile reflective of Twitter. Twitter wants to understand and provide key marketers with a wide range of insights into Twitter users in Turkey 7
  8. 8. @TwitterAds|Confidential 74% Twitter is an everyday activity The following shows how, what & why they do... 8 Base: All Q5: On average, how frequently do you use the following social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 of users visit Twitter everyday and 56% engage several times a day
  9. 9. @TwitterAds|Confidential 9 Women more likely to Tweet about brands/products & about what they are doing; Men about news, sport and work Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 111 105 102 102 103 104 106 107 107 110 111 113 News and Sport Work Jokes/humour Politics Tweet videos Celebrities About what I am thinking TV shows Tweet pictures Music About what I am doing Brands/products Avg. Twitter User =100 Women more likely to Tweet about Men more likely to Tweet about
  10. 10. @TwitterAds|Confidential 10 Base: All Q17: Thinking specifically about the personal account you use the most on Twitter, please tell us how many Twitter accounts/people that – I follow, Follow me Q18: Please select the following the types of Twitter accounts/people that - I follow Base: Follow Celebrities Q18a: What types of celebrities are you following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 263 Following (avg.) 267 Followers (avg.) 77% Friends 75% Celebrities 65% People I don’t know 64% Brands/Companies 70% Family 61% Work Network 76% Film Celebs 61% TV Celebs 71% Music Celebs 64% Sports Celebs/Athletes 55% Authors/Writers 36% Fashion Celebs 2 in 3 follow brands and companies on Twitter
  11. 11. @TwitterAds|Confidential 11 Base: Followers Q22: How do you discover/find out whom to follow on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Friends, family and retweeted posts from followers are influential in discovering who to follow on Twitter 50% 45% 38% 38% 37% 35% 35% 34% 33% 27% 17% 17% 1% 0% 10% 20% 30% 40% 50% Friends/family Fromretweetspostedby thoseIfollow Sawitinthe'whotofollow' sectiononTwitter PeopleIdon'tknowwell,but sharecommoninterestswith Sawitonline(excluding Twitter) SawitelsewhereonTwitter Celebrities SawitonTV Workcolleagues/contacts Sawitinnewspapers/ magazines Onpackagingforproducts Sawitoutside(onthebus etc.) Other Discover who to follow through…
  12. 12. @TwitterAds|Confidential 12 Base: All Q6: Which devices do you use to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 3 in 5 use two or more devices to access Twitter 84% 67% 30% 26% [PC/Laptop only] 32% [Mobile + PC/Laptop] 4% [PC/Laptop + Tablet] Tablet PC/Laptop Mobile Phone 11% [Mobile only] 2% [Mobile + Tablet] 2% [Tablet Only] 23% [All 3 Devices] 23% use Twitter on all 3 devices
  13. 13. @TwitterAds|Confidential 13 Base: All Q6: Which devices do you use to access these social networks? Q7: And, which device do you use MOST OFTEN to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 84% 67% 30% 13% 12% 0% 15% 30% 45% 60% 75% 90% PC/Laptop Mobile phone Tablet e-Reader/ Music player Games console Device used to access Twitter 1 2 3 4 5 Primary Device used to access Twitter 56% primarily use PC/Laptop 1: PC / Laptop 2: Mobile Phone 3: Tablet 4: Games console 5: e-reader/Music player For over half (56%), the primary way to access Twitter is by using a PC/Laptop Whilst for 37% mobile phone is the primary device
  14. 14. @TwitterAds|Confidential A wide range of Twitter features are used daily Base: All Q8: Thinking about Twitter specifically, how frequently do you do the following? A: Daily Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 ReTweet 56% Tweet Photos 46% Search 52% Send Direct Messages 47% Reply to Tweets 57% Tweet 59% View Twitter profiles 58% Check Trending Topics 66% Read Direct Messages 58% Click on links 59% Find accounts to follow 45% Favourite Tweets 52% Read Tweets on the timeline 64% Tweet Videos 41% Tweet using Hashtags 49% Quote Tweets 49% 14 ConductDaily
  15. 15. @TwitterAds|Confidential Base: All Q10: On weekdays and weekends, when during the day do you use Twitter? Ranked by biggest differences between weekday and weekend usage Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Locations for Twitter use differ throughout the week 15 Users slightly more likely to use Twitter whilst watching TV during weekdays 48% 48% 41% 41% 42% 45% 32% 26% 19% 21% 23% 20% 20% 26% 31% 39% 29% 20% Weekday Weekend Atwork Commutingto/ fromhome Duringwork/ school/university break Atschool/ university Atlunch Whilewatching TV Atbreakfast Visiting landmarks/ attractions Inthebath/ shower Weekday preferred usages Weekend preferred usages
  16. 16. @TwitterAds|Confidential 16 Most Twitter users Tweet about humorous content and what they are thinking Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 47% 47% 42% 41% 41% 38% 37% 30% 29% 28% 26% 24% 23% 21% 21% 19% 0% 10% 20% 30% 40% 50% Socialisingwith friends NewsandSport Tweetpictures Politics Music AboutwhatIam doing Films Tweetvideos TVshows Celebrities Sharelinkstoother websites Holidays Brands/products Work AboutpurchasesI wanttomake Aboutpurchases I'verecentlymade 53% Jokes / Humour 48% About what I am thinking
  17. 17. @TwitterAds | Confidential TWITTER MOBILE USERS
  18. 18. @TwitterAds|Confidential 18 Mobile Device = Smartphone &/or Tablet Base: All Q6: Which devices do you use to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 73% use a mobile device to access Twitter Mobile is at the heart of Twitter
  19. 19. @TwitterAds|Confidential Twitter mobile users are engaged 19 56% 65% 0% 25% 50% 75% 100% Avg. Twitter User Twitter | Mobile (Primary) User Once a month or less Several times a month Once a week Several times a week Once a day Several times a day [1.2x] Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile users Q7. And, which device do you use MOST OFTEN to access these social networks A: Twitter Base: All, Twitter mobile (primary) users Q5: On average, how frequently do you use the following social networks? A: Twitter Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Frequency of Twitter Usage of Twitter mobile users state that mobile devices are the primary way they access Twitter 56% Those that use Twitter primarily on their mobile are 1.2x more likely to engage several times daily than average Twitter users [ ] more likely to than the average Twitter user
  20. 20. @TwitterAds|Confidential Mobile Device = Smartphone &/or Tablet Base: All, Twitter mobile (primary) user Q11: And when during the day do you use Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Mobile users are more likely to engage with Twitter through most of the day on weekdays 20 0% 20% 40% 60% Midnight -7am 7am-9am 9am-noon Noon-3pm 3pm-6pm 6pm-9pm 9pm- midnight Weekdays 0% 20% 40% 60% Midnight -7am 7am-9am 9am-noon Noon-3pm 3pm-6pm 6pm-9pm 9pm- midnight Weekends When Twitter users’ are active on Twitter When Twitter Mobile (Primary) users’ are active on Twitter Particularly more active than the average Twitter user up to 3pm on a weekday
  21. 21. @TwitterAds|Confidential Simultaneous engagement 21 59%of Twitter Mobile (primary) users use Twitter whilst watching TV Compared to 55% of average Twitter users Index v Average Twitter User. Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) user Q10: On weekdays and weekends, when during the day do you use Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
  22. 22. @TwitterAds|Confidential Twitter mobile users engage with brands 22 Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) users Q9, Q10, Q13, Q18, Q36a [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 1 in 4 use Twitter to discover new brands/ products 3 in 5 use Twitter to follow brands/ companies 1 in 5 Tweet about brands / companies 1 in 2 use Twitter whilst shopping Twitter Mobile (primary) users… Brands have the potential to leverage this engagement
  23. 23. @TwitterAds|Confidential Twitter mobile users engage with brands because they like them & to hear about promotions 23 Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) users Q18. Please select the following the types of Twitter accounts/ people that I follow A: Brands/companies Base: Twitter Mobile (Primary) brand followers Q25. Why do you follow brands/companies on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 26% 27% 27% 28% 31% 33% 42% 44% 46% 46% 0% 25% 50% Take part in competitions/ contests I'm a current customer Get freebies Leave feedback about my experiences with brand Customer service and support They Tweet interesting/ entertaining content Stay up to date with news about brand/company Learn about new product/service releases To be notified of special offers/ promotions/sales Like the brand 61% of Twitter Mobile (primary) users follow brands/ companies on Twitter Why they follow brands…
  24. 24. @TwitterAds|Confidential Twitter on mobile delivers on hard metrics 24 Mobile Device = Smartphone &/or Tablet Base: Twitter mobile (primary) users who follow brand/company Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 As a result of following brands/companies Twitter Mobile (Primary) users … 1 in 2 visited the brands website 34% searched for the brand/ product on the internet 37% Found out more info about a brand 44% have bought the brand/ product 38% Tweeted about a positive experience 1 in 2 Looked at reviews and recommendations
  25. 25. @TwitterAds | Confidential TWITTER BRANDS
  26. 26. @TwitterAds|Confidential 26 Base: All Q18: Please select the following the types of Twitter accounts/ people that: you follow Base: Brand Followers Q19. Have you ever unfollowed any of the following on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 64% Follow brands/companies 2 in 3 of whom, have never unfollowed a brand Once you persuade them to follow you, you’re part of the ongoing conversation… 75% of those who follow brands /companies are potential new customers [25% are current customers]
  27. 27. @TwitterAds|Confidential Twitter users follow a wide range of brands and are keen to hear more   27 48% 41% 38% 37% 36% 36% 34% 32% 32% 31% 29% 29% 28% 23% 23% 23% 22% 22% 22% 17% 61% 53% 52% 60% 61% 36% 56% 60% 48% 61% 62% 60% 54% 52% 42% 50% 61% 44% 43% 59% -10% 0% 10% 20% 30% 40% 50% 60% 70% SportsTeams NewsandMagazines TVChannelsorTVShows PoliticalParties/Groups Movies FMCG(Net) DealSites Mobilephonenetworksor manufacturers MusicShopsorRecordLabels TechnologyorConsumer ElectronicsCompanies CarCompanies Fashion&ClothingBrands VideoGames Banks/Insurers/CreditCard Companies Travel&Transport Luxurybrands BeautyandCosmetics Governmentservices Restaurants Retailers Follow Want to hear more from Base: Followers Q23: Do you follow any of these types of accounts on Twitter? Base: Category brand followers Q30: You mentioned you followed the below types of brands/companies on Twitter. In the future, which of the following do you want to hear more from on Twitter? Source: Nielsen Twitter Consumer Re-contact Survey, Turkey, March 2014
  28. 28. @TwitterAds|Confidential Most likely reasons to follow brands are because they like them & to know of new releases/offers/news 28 Base: Brand followers Q25: Why do you follow brands/companies on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 22% 22% 24% 25% 27% 27% 28% 29% 30% 30% 44% 45% 46% 49% 0% 25% 50% For news/information relating to my job/career To search/find out about jobs My friends follow/recommended to follow the brand I'm a current customer For access to exclusive content To leave feedback about my experiences with the brand To take part in competitions/contests To get freebies For customer service and support They Tweet interesting/entertaining content Stay up to date with news about the brand/company To learn about new product/service releases To be notified of special offers/promotions/sales I like the brand Brand Followers: Why they follow brands…
  29. 29. @TwitterAds|Confidential Twitter closing the loop 29 63% read Tweets about people talking about brands 60% read Tweets about purchases people have recently made 35% use Twitter to read about brands 34% use Twitter to discover brands 61% read Tweets about recommendations about brands 41% found out more info about a brand 40% searched for brands on the web 52% Retweeted brands’ Tweets in the last 3 months 38% sent Tweets to brands in the last 3 months 34% favourited a brand’s Tweet in the last 3 months 24% Tweet about purchases they wanted to make 49% visited a brands’ website 24% visited a brand's physical location 45% bought the brand/product 34% Tweeted about a positive brand experience 21% Tweeted about purchases recently made On The Radar Research Signal Further Investigation Closing The Loop Purchase 64% follow brands/companies on Twitter, of whom…
  30. 30. @TwitterAds|Confidential Twitter closing the loop 30 Base: Brand followers Q9, Q13, Q14, Q26, Q29 [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 64% follow brands/companies on Twitter, of whom… On the radar Research Signal Further investigation Purchase Closing the loop 63% read Tweets about people talking about brands 61% read Tweets about recommendations about brands 52% Retweeted brands’ Tweets in the last 3 months 49% visited a brands’ website 45% bought the brand/product 34% Tweeted about a positive brand experience 60% read Tweets about purchases people have recently made 41% found out more info about a brand 38% sent Tweets to brands in the last 3 months 24% visited a brand's physical location 21% Tweeted about purchases recently made 35% use Twitter to read about brands 40% searched for brands on the web 34% favourited a brand’s Tweet in the last 3 months 34% use Twitter to discover brands 24% Tweet about purchases they wanted to make A purchase Tweeted about is another purchase INSPIRED
  31. 31. @TwitterAds|Confidential 31 Value of a follower As a result of following brands/companies followers are… Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 49% visited the brands website 40% searched for the brand/ product on the internet 41% Found out more info about a brand 45% have bought the brand/ product 34% Tweeted about a positive experience 49% Looked at reviews and recommendations
  32. 32. @TwitterAds|Confidential 32 Base: Brand followers Q26: Have you done any of the following in the last 3 months? Q27: You stated that you have retweeted content from brands/companies. Which of the following describes why you retweet them? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Brands are amplified for their likeable & interesting content PhotosTweets Videos 54%have retweeted brands in the past 3 months…. 38% 28% 27% 32% 35% 38% 39% 40% 46% 47% 50% 58% 0% 20% 40% 60% Thought content was funny Receive freebies Receive a special offer/ discount/sales Encourage my followers to follow brand Enter competitions/contests Show my support for company Thought content was interesting Wanted my followers to see content I am interested in Liked the content Why they retweet brands… Brand Followers
  33. 33. @TwitterAds|Confidential 33 Base: Brand followers Q19: Have you ever unfollowed any of the following on Twitter? Base: Brand followers who have unfollowed brands Q31: You mentioned earlier you have unfollowed brands/companies on Twitter before. Why did you do so? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 2 in 3 have never unfollowed brands – once activated, they are with you for the long haul of brand followers have unfollowed a brand/company on Twitter 36% Brands have to maintain interest/relevancy and offer more promotions, while being mindful of negative experiences with brand to avoid being unfollowed 23% 25% 29% 30% 30% 31% 35% 35% 35% 37% 42% 0% 25% 50% They retweeted too many Tweets Too many spam messages Not enough competitions/contests Too many Tweets Not enough freebies Not enough information about products/services Tweets were not relevant Not enough promotions/special offers/sales No longer like/interested in the brand/company Had a negative experience with the brand Their Tweets were not interesting Why they unfollow brands…
  34. 34. @TwitterAds|Confidential 34 Followers communicate positive brand experiences Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 15% Spoke about a negative experience with friends 18% Tweeted about a negative experience 28% Spoke about a positive experience with friends 34% Tweeted about a positive experience There is opportunity on Twitter for brands to also address negative comments Brand Followers…
  35. 35. @TwitterAds | Confidential TWITTER PROMOTED CONTENT
  36. 36. @TwitterAds|Confidential 87% of Twitter users recall seeing promoted content 36 Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for ‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have you seen before today? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
  37. 37. @TwitterAds|Confidential Awareness is strong amongst consumers 37 of the 87% of Twitter users that recall seeing promoted content 55% are aware of Promoted Accounts 63% are aware of Promoted Trends 52% are aware of Promoted Tweets Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for ‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have you seen before today? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
  38. 38. @TwitterAds|Confidential Twitter users don’t find advertising on Twitter intrusive 38 Base: Aware of promoted activity Q36a: Thinking specifically about advertising on Twitter, please indicate how strongly you agree or disagree with the following statements: A: Strongly/Somewhat agree [+neither for ‘Don’t mind] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 1 in 2 Advertising on Twitter is fun and entertaining 57% Think advertising on Twitter is relevant 53% Find advertising on Twitter useful+ 3 in 4 Don’t mind/are neutral towards advertising on their Twitter timeline
  39. 39. @TwitterAds|Confidential Get noticed 39 Base: Aware /Not aware of promoted activity Q9, Q10, Q13, Q18 [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 75% more likely to use Twitter to discover new brands/ products 43% more likely to use Twitter to follow brands/ companies 60% more likely to Tweet about brands / companies 38% more likely to use Twitter whilst shopping Those aware of Promoted activity on Twitter are… than those who are not aware
  40. 40. @TwitterAds|Confidential Encourages to engage with Promoted Tweets to impact key advertising / brand metrics 40 Note: Global Norms based on x number of studies: brand awareness: 17, message association: 36, intent:73 Lift means proportional uplift between control/exposed and non-engager/engager Source: Nielsen Brand Effect for Twitter Standard Norms Lift Non-Engager v. Engager Brand Awareness +30.3% Purchase Intent +41.9% Message Association +50.4% Nielsen Brand Effect for Twitter | Global Norms
  41. 41. @TwitterAds | Confidential TWITTER DUAL SCREENING
  42. 42. @TwitterAds|Confidential 55% of whom, very often or sometimes use Tablet 88% 72%77% PC/LaptopMobile Phone Base: All Q10: On weekdays and weekends, when during the day do you use Twitter? Base: Those that use Twitter whilst watching TV Q32: How often do you use Twitter on the following devices whilst watching TV? A: Very Often/Sometimes Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 use Twitter whilst watching TV Simultaneous engagement 42
  43. 43. @TwitterAds|Confidential Base: Those that use Twitter whilst watching TV (Very often/sometimes) Q33: You mentioned you used Twitter whilst watching TV. How frequently do you do the following on Twitter whilst watching TV? A: Very Often/Sometimes/Rarely Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Furthering brand interaction with consumers Brands have an opportunity to interact with consumers across multiple platforms in a synergistic manner 43 83% Tweeted about a TV advert airing during the TV show 83% Searched on Twitter for a brand/product seen on a TV advert
  44. 44. @TwitterAds | Confidential TWITTER SUMMARY
  45. 45. @TwitterAds|Confidential 45 Twitter is an everyday activity 74% of users visit Twitter everyday & 56% engage several times a day. Mobile is at the heart of Twitter 73% use a mobile device (phone and/or tablet) to access Twitter. 56%, of whom, state that mobile devices are the primary way they access Twitter. Followers are part of the ongoing conversation 64% follow brands/companies. 2 in 3 of whom, have never unfollowed a brand. Source: Nielsen Twitter Consumer Survey, Turkey, March 2014 Twitter can enhance the TV experience and further brand interaction with consumers 55% use Twitter whilst watching TV, actively engaging about the TV show and brands advertised . Twitter Sports Enthusiasts are 1.2x more likely to dual screen. An opportunity for brands to leverage Twitter to engage with Sports Enthusiasts before, during and after the upcoming FIFA World Cup. Get noticed 87% of Twitter users recalled seeing promoted content. Those aware are more likely to use Twitter to discover new brands/products. 75% of those who follow brands/companies are potential new customers [only 25% are current customers].
  46. 46. @TwitterAds | Confidential Quiz Time
  47. 47. Copyright  ©2012  The  Nielsen  Company.  Confiden:al  and  proprietary.   47       #ÇAYSİMİTTWEET  @ERDEMTOLON  
  48. 48. @TwitterAds | Confidential TWITTER

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