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Travel Insights 100 All About Twitter Survey Presentation

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A short summary of the findings from the Travel Insights 100 survey, "All About Twitter."

A short summary of the findings from the Travel Insights 100 survey, "All About Twitter."

Published in Travel , Technology , Business
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  • 1. Travel Insights 100 Survey Summary “ All About Twitter” September, 2009
  • 2. Top Insights from the Travel Insight 100 Respondents
    • The popularity of Twitter is unquestionable. However it is a recent phenomenon, the majority of respondents just started using the tool in the past twelve months (52%).
    • Despite its popularity, there is a nearly equal split between Twitter addicts(31%-use Twitter ten or more times a day and those who use it infrequently (33%-less than four times a day).
    • Surprisingly, the majority of respondents recommend using Twitter to find travel information such as deals and tip, only 9% suggested a consumer should not use for trip planning.
    • These top travel bloggers shared their top pet peeves including tweets that are too promotional, too mundane or too corporate. Businesses new to twitter need to be personal and interesting.
  • 3. Travel Insights 100 Twitter Survey: Do you use Twitter? Insight Twitter is very popular amongst the respondents, 97% use the tool and only 3% don’t use it. Do you use Twitter? Yes No 68 (97 %) 2 (3 %)
  • 4. Travel Insights 100 Twitter Survey: How many months have you been using Twitter? Insight Twitter is popular, but it has only recently been adopted, 42% started using Twitter in the past twelve months and 44% began in the past two years. How many months have you been using Twitter? 0 to 6 months 6 to 12 months 12 to 24 months 24 months or more Other, please specify 9 (13 %) 20 (29 %) 30 (44 %) 7 (10 %) 2 (3 %)
  • 5. Travel Insights 100 Twitter Survey: How do you feel about Twitter? Check all that apply.
    • Insight
    • Twitter users have a love/hate relationship with it:
    • 56% love it / 10% hate it
    • 47% see it as fun / 24% see it as a necessary evil
    How do you feel about Twitter? Check all that apply. I love it I hate it It’s fun It is a necessary evil I hope it goes away It need it, like email and my phone I don’t get it It’s a hobby I can quit anytime No opinion 38 (56 %) 7 (10 %) 32 (47 %) 16 (24 %) 2 (3 %) 15 (22 %) 1 (1 %) 6 (9 %) 11 (16 %) 0 (0 %)
  • 6. Travel Insights 100 Twitter Survey: How many times a day do you tweet or read others' tweets? Insight The twitter users are nearly equally split between addiction (31%) and light usage (34%.) How many times a day do you tweet or read others' tweets? Less than once per day Once to three times per day Four to ten times per day Ten to twenty times per day Continually until I fall asleep at my computer 4 (6 %) 19 (28 %) 24 (35 %) 14 (21 %) 7 (10 %)
  • 7. Travel Insights 100 Twitter Survey: What tools do you use to manage your Twitter account? Insight The popular tools are: Twitter search, link shortening tools and desktop management tools. What tools do you use to manage your Twitter account? Twitter desktop software (e.g. TweetDeck) Link shortening tools (e.g. bitly) Photo loading tools (twitpic) Blog feed tools Mobile phone Follower management tools Twitter search I don't use any tools to manage Twitter All of the above Other, please specify 43 (63 %) 45 (66 %) 30 (44 %) 23 (34 %) 28 (41 %) 8 (12 %) 35 (51 %) 6 (9 %) 2 (3 %) 4 (6 %)
  • 8. Suggested tools to manage Twitter
    • Tweetdeck was first with 14 write-in votes
    • Hootsuite (3)
    • Bit.ly (2)
    • Sup.r (3)
    • Time
    • Blackberry
    • Twidroid for gmail
    • Moderation
    • Twitterfox -is easy to keep track of for casual users.
    • UberTwitter for Blackberry
    • Twitpic
    • Twittergrid
    • An assistant 
    • Twittelator Pro
    Insight Tweetdeck was the most frequently mentioned followed by Hootsuite, a few respondents just rely on time, brains and fingers. One lucky member said, “an assistant.”
  • 9. Travel Insights 100 Twitter Survey: In general, who do you choose to follow?
    • Insights:
    • As expected, everyone has their own “follow” strategy
    • Not surprisingly, a strong percentage (22%)focus solely on travel
    • Strangely, an even stronger percentage (33%) wanted to tell us more. We like to share.
    In general, who do you choose to follow? I follow only those people I personally know I follow only those in travel I follow my friends and business associates I manually follow everyone who follows me, except spammers I follow everyone. Bring ‘em on Tell us more 0 (0 %) 15 (22 %) 11 (16 %) 5 (7 %) 3 (4 %) 33 (49 %)
  • 10. Travel Insights 100 Twitter Survey: How do you decide what to tweet? Check all that apply.
    • Insights:
    • A minority (28%) tweet about whatever is on their mind
    • A majority (43%) think very carefully about what they tweet; and
    • An even greater number (46%) only tweet if it is of interest to their followers
    How do you decide what to tweet? Check all that apply. Whatever is on my mind I only tweet about travel related topics I think carefully about my tweets and how they represent my company I only tweet if it will be interesting to my followers I have a strategy but I don’t share it It depends on how much I have had to drink I have a game plan and this is it: 19 (28 %) 24 (35 %) 29 (43 %) 31 (46 %) 2 (3 %) 3 (4 %) 16 (24 %)
  • 11. Travel Insights 100 Twitter Survey: What kind of travel information do you tweet?  Check all that apply.
    • Insights
    • The top three subjects to tweet about are: blog posts, travel industry news and travel information.
    • The least favorite subjects tweeted about are: jokes, quotes and company product information.
    What kind of travel information do you tweet?  Check all that apply. Company product information Travel Industry News Conference coverage (real time) Promotions Blog posts Deals Personal vacation details Quotes Jokes Travel information Tech related topics Events others may want to attend 17 (25 %) 47 (70 %) 22 (33 %) 19 (28 %) 62 (93 %) 28 (42 %) 32 (48 %) 12 (18 %) 6 (9 %) 55 (82 %) 23 (34 %) 35 (52 %)
  • 12. Travel Insights 100 Twitter Survey: What are your pet peeves about how others use Twitter? Please check all that apply. Insights Don’t be boring. If you are boring, don’t tweet or promote yourself too much. What are your pet peeves about how others use Twitter? Please check all that apply. Too many tweets, it floods my account Too few tweets, are they ever there? Too self-promotional Too corporate Too many links Too mundane No one responds to my tweets No one responds to my direct messages The tweets that are in a foreign language The tweets that are in a foul language Other, please specify 35 (51 %) 2 (3 %) 34 (50 %) 24 (35 %) 5 (7 %) 26 (38 %) 0 (0 %) 2 (3 %) 1 (1 %) 11 (16 %) 20 (29 %)
  • 13. Travel Insights 100 Twitter Survey: How effective do you think Twitter is for meeting these business objectives? A score of five is t ...
    • Insights
    • Twitter is most effective for
    • personal expression (49%)
    • brand awareness (44%)
    • Customer service (24%)
    • Twitter is least effective for:
    • Advertising revenue (14%)
    • Customer metrics (20%)
    • Employee communications (14%)
    How effective do you think Twitter is for meeting these business objectives? A score of five is the best score possible and a score of one is the worst possible. High score wins. Brand awareness Employee communications Employee empowerment Customer service Service recovery Personal expression Client relationship development Advertising revenue Access to customer metrics Content creation Career development 1 0 (0 %) 9 (14 %) 6 (9 %) 2 (3 %) 4 (6 %) 1 (1 %) 3 (5 %) 19 (29 %) 14 (21 %) 6 (9 %) 6 (9 %) 2 3 (5 %) 22 (33 %) 11 (17 %) 3 (5 %) 11 (17 %) 3 (4 %) 6 (9 %) 19 (29 %) 10 (15 %) 10 (15 %) 9 (14 %) 3 6 (9 %) 12 (18 %) 18 (27 %) 12 (18 %) 22 (34 %) 8 (12 %) 18 (27 %) 14 (21 %) 25 (38 %) 21 (32 %) 20 (30 %) 4 27 (41 %) 11 (17 %) 13 (20 %) 29 (44 %) 10 (15 %) 22 (33 %) 22 (33 %) 5 (8 %) 3 (5 %) 23 (35 %) 21 (32 %) 5 29 (44 %) 3 (5 %) 4 (6 %) 16 (24 %) 5 (8 %) 33 (49 %) 14 (21 %) 0 (0 %) 1 (2 %) 4 (6 %) 6 (9 %) N/A 1 (2 %) 9 (14 %) 14 (21 %) 4 (6 %) 13 (20 %) 0 (0 %) 3 (5 %) 9 (14 %) 13 (20 %) 2 (3 %) 4 (6 %)
  • 14. Travel Insights 100 Twitter Survey: How can a consumer use Twitter to plan their trips?
    • Insights
    • Travel leaders suggest Twitter be used for insider tips, deals and to connect with local Twitterati
    • The leaders did not recommend you follow DMOs or the hotels. This data suggests these organizations need to become more personal and more interesting.
    How can a consumer use Twitter to plan their trips? Find a deal Look for insider tips & recommendations Connect with Twitterers in their intended  destination Follow others who are on a similar trip Follow the hotel where they will be staying Follow the destination management organization company to learn about the destination They shouldn’t use Twitter to plan trips Other, please specify 42 (63 %) 50 (75 %) 46 (69 %) 29 (43 %) 26 (39 %) 25 (37 %) 6 (9 %) 14 (21 %)
  • 15. Travel Insights 100 Twitter Survey: Thanks and now for a sneak peek at an upcoming survey: What other social media sites/tools do you ...
    • Insights
    • As expected, blogging tools, social networking and photo sharing are the most popular social media
    • Surprisingly, podcasts and information alerts ranked as the least popular.
    Thanks and now for a sneak peek at an upcoming survey: What other social media sites/tools do you find useful for the travel industry? Please check all that apply. Social networking (Linkedin, Facebook, Myspace) Social Bookmarking (StumbleUpon, Digg, Reddit) Video (Youtube, Vimeo) Communities (Travel Blog Exchange) Information Alerts(Google, Yahoo, etc.) Blogging tools (WordPress, Typepad) Photo sharing (Flickr, Picnik) Podcasting Other, please specify 45 (68 %) 40 (61 %) 40 (61 %) 32 (48 %) 28 (42 %) 49 (74 %) 41 (62 %) 18 (27 %) 3 (5 %)