Richard Nevins MA Candidate, Global Communication Annenberg School for Communication University of Southern California Wed...
The Purpose of the Survey <ul><li>The Survey was Intended to Address Four Questions: </li></ul><ul><li>1. Who Uses Twitter...
Survey Results <ul><li>157 Surveys Administered </li></ul><ul><ul><li>128 surveys completed (82% completion rate)  </li></...
Twitter User Demographics <ul><li>Twitter Users in the survey tended to be Young, Urban and Highly Educated </li></ul><ul>...
Twitter Usage Trends <ul><li>Most Users are New to Twitter and Microblogging </li></ul><ul><ul><li>69% began using Twitter...
Twitter Usage Trends <ul><li>Twitter Users Typically Follow many Accounts </li></ul><ul><ul><li>13% Follow less than 10 ac...
Twitter User Motivations: What is your Primary Motivation? Sample ‘Other’ Responses: “ To be extremely clever in a public ...
Twitter User Motivations: Who Do You Follow?
Twitter User Motivations How do you Decide Who to Follow? <ul><li>The Most Important Factor is Relevance </li></ul><ul><ul...
Twitter User Practices <ul><li>Twitter Users Believe in Twitter! </li></ul><ul><ul><li>92% of respondents agreed that Twit...
Twitter User Preferences:  Who do You Welcome on Twitter? Account Type Favorable (%) Unfavorable (%) Personal User 84% 4% ...
Twitter User Preferences: Why do you Follow Brands/Celebs? <ul><li>User Curiosity is the Main Reason for Following Celebs ...
The Lessons for Marketers <ul><li>Different Users Employ Twitter for Different Purposes: </li></ul><ul><ul><li>Some use Tw...
The Lessons for Marketers <ul><li>Users are Wary of Being Marketed to on Twitter </li></ul><ul><ul><li>User resistance to ...
Five Proposals for Effective Brand Management and Marketing on Twitter <ul><li>Play by the Rules that the Community has De...
<ul><li>Thank you. </li></ul><ul><li>Questions? </li></ul><ul><li>Follow me: http://twitter.com/hornOKplease </li></ul>
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@hornokplease's Twitter Survey Results

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The results of a research survey of user demographics, practices and expectations on the microblogging service Twitter.

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@hornokplease's Twitter Survey Results

  1. 1. Richard Nevins MA Candidate, Global Communication Annenberg School for Communication University of Southern California Wednesday, April 22, 2009
  2. 2. The Purpose of the Survey <ul><li>The Survey was Intended to Address Four Questions: </li></ul><ul><li>1. Who Uses Twitter? (Demographics) </li></ul><ul><li>2. How do they Use Twitter? (Conventions) </li></ul><ul><li>3. Why do they Use Twitter? (Motivations) </li></ul><ul><li>4. What are the Lessons for Brands and Marketers? </li></ul>
  3. 3. Survey Results <ul><li>157 Surveys Administered </li></ul><ul><ul><li>128 surveys completed (82% completion rate) </li></ul></ul><ul><li>Survey was Promoted via Multiple Channels: </li></ul><ul><ul><li>E-mail (personal and professional contacts) </li></ul></ul><ul><ul><li>Social Network Sites (Facebook, LinkedIn, MySpace) </li></ul></ul><ul><ul><li>Twitter itself (via ReTweets and #hashcodes) </li></ul></ul><ul><li>Potential Biases: </li></ul><ul><ul><li>Survey participants are self-selected and share common interests or traits. </li></ul></ul><ul><ul><li>Promotion on Twitter is dependent on ReTweets; RT’s are only seen by users who Follow ReTweeters. </li></ul></ul>
  4. 4. Twitter User Demographics <ul><li>Twitter Users in the survey tended to be Young, Urban and Highly Educated </li></ul><ul><ul><li>72% are between 18-35 </li></ul></ul><ul><ul><li>65% live in urban areas </li></ul></ul><ul><ul><li>82% are college graduates </li></ul></ul><ul><li>Twitter Users are also Savvy Internet Veterans </li></ul><ul><ul><li>97% have been using the Internet for 6+ years </li></ul></ul><ul><ul><li>79% participate in User-Generated Content sites </li></ul></ul>
  5. 5. Twitter Usage Trends <ul><li>Most Users are New to Twitter and Microblogging </li></ul><ul><ul><li>69% began using Twitter within the last 6 months </li></ul></ul><ul><ul><li>31% have been using Twitter for more than 6 months </li></ul></ul><ul><li>Twitter Users are Highly Engaged with the Service </li></ul><ul><ul><li>57% update their Twitter status daily or more </li></ul></ul><ul><ul><li>24% report updating their status once a week or less </li></ul></ul><ul><li>Twitter Users Prefer to Send Tweets from a Computer </li></ul><ul><ul><li>52% prefer to use the web interface at Twitter.com </li></ul></ul><ul><ul><li>38% prefer to use a 3 rd party application such at TweetDeck </li></ul></ul><ul><ul><li>Only 10% prefer to send Tweets via SMS </li></ul></ul>
  6. 6. Twitter Usage Trends <ul><li>Twitter Users Typically Follow many Accounts </li></ul><ul><ul><li>13% Follow less than 10 accounts </li></ul></ul><ul><ul><li>54% Follow between 11-100 accounts </li></ul></ul><ul><ul><li>33% Follow more than 100 accounts </li></ul></ul><ul><li>This is Holds for the Number of Followers Users Have </li></ul><ul><ul><li>20% have 0-10 Followers </li></ul></ul><ul><ul><li>50% have 11-100 Followers </li></ul></ul><ul><ul><li>30% have more than 100 Followers </li></ul></ul>
  7. 7. Twitter User Motivations: What is your Primary Motivation? Sample ‘Other’ Responses: “ To be extremely clever in a public setting.” “ To get word out about the company I work for (PR)” “ To follow big thinkers about my industry” “ It’s the world’s best Q + A”
  8. 8. Twitter User Motivations: Who Do You Follow?
  9. 9. Twitter User Motivations How do you Decide Who to Follow? <ul><li>The Most Important Factor is Relevance </li></ul><ul><ul><li>85% of respondents said relevance is a factor in Following </li></ul></ul><ul><ul><li>‘ Relevance’ is broad, but related to a user’s set of interests </li></ul></ul><ul><li>Users Follow their Real-World Friends </li></ul><ul><ul><li>75% said a personal relationship influences the decision </li></ul></ul><ul><li>Users Value High-Quality Messages and Referrals </li></ul><ul><ul><li>59% said they follow users with high-quality messages </li></ul></ul><ul><ul><li>36% said they follow users that their friends recommend </li></ul></ul><ul><li>Popularity and Message Frequency are Less Important </li></ul><ul><ul><li>But, users will ‘unFollow’ accounts that update too frequently </li></ul></ul>
  10. 10. Twitter User Practices <ul><li>Twitter Users Believe in Twitter! </li></ul><ul><ul><li>92% of respondents agreed that Twitter is useful </li></ul></ul><ul><li>Twitter User Convention Adoption </li></ul><ul><ul><li>77% of respondents use @replies to direct messages </li></ul></ul><ul><ul><li>Less than half (42%) of users employ #hashtags </li></ul></ul><ul><li>Twitter Marketing and Branding </li></ul><ul><ul><li>54% say that they ‘Sometimes’ name brands or products </li></ul></ul><ul><ul><li>But only 13% have participated in Marketing Campaigns </li></ul></ul>
  11. 11. Twitter User Preferences: Who do You Welcome on Twitter? Account Type Favorable (%) Unfavorable (%) Personal User 84% 4% Non-Profit/NGO 81% 7% Organization/Group 80% 7% News Media/Blogs 78% 11% Government/Emergency 74% 11% Events/Conferences 74% 11% Celebrities/Public Figures 70% 10% Brands/Products 62% 18% Marketing/Promotions 38% 38%
  12. 12. Twitter User Preferences: Why do you Follow Brands/Celebs? <ul><li>User Curiosity is the Main Reason for Following Celebs & Brands </li></ul><ul><ul><li>71% want to see what a celeb or brand account will say </li></ul></ul><ul><li>Communicating with Brands and Celebs is a Big Motivation </li></ul><ul><ul><li>46% want to ask questions and interact </li></ul></ul><ul><li>Celebs and Brands are Another Valuable Source of Data </li></ul><ul><ul><li>44% said they provide useful or interesting information </li></ul></ul><ul><li>Users Follow Celebs and Brands to Feel a Connection with them </li></ul><ul><ul><li>33% responded that Following establishes a sense of connection </li></ul></ul><ul><li>Users Follow Brands to Learn About Purchasing Opportunities </li></ul><ul><ul><li>33% said they want to learn of new products, sales and promotions </li></ul></ul>
  13. 13. The Lessons for Marketers <ul><li>Different Users Employ Twitter for Different Purposes: </li></ul><ul><ul><li>Some use Twitter as a Social Network Site </li></ul></ul><ul><ul><ul><li>They Follow their Real Life Friends, as well as Relevant Users </li></ul></ul></ul><ul><ul><ul><li>Relevant Users may include Brands and Celebrities </li></ul></ul></ul><ul><ul><ul><li>Twitter as a location of Identity Performance, Taste Statement, Impression Management and Expressions of Cultural Capital </li></ul></ul></ul><ul><ul><li>Others use Twitter as an Information Resource </li></ul></ul><ul><ul><ul><li>These users appreciate the steady flow of new information </li></ul></ul></ul><ul><ul><ul><li>This can include information about relevant brands/products </li></ul></ul></ul><ul><ul><ul><li>Social and Cultural Capital Figure into Decisions Regarding which Links to distribute and ReTweet </li></ul></ul></ul>
  14. 14. The Lessons for Marketers <ul><li>Users are Wary of Being Marketed to on Twitter </li></ul><ul><ul><li>User resistance to marketing/promo accounts is clear </li></ul></ul><ul><ul><li>User revolts have been observed (“Tweet the Rainbow”) </li></ul></ul><ul><ul><li>Marketers must be mindful of appropriate ‘netiquette </li></ul></ul><ul><li>However, there are Encouraging Signs as well </li></ul><ul><ul><li>Users frequently refer to brand names and products </li></ul></ul><ul><ul><li>Users demonstrate some openness to marketing Tweets </li></ul></ul><ul><ul><li>Users are much more accepting of celeb endorsements </li></ul></ul>
  15. 15. Five Proposals for Effective Brand Management and Marketing on Twitter <ul><li>Play by the Rules that the Community has Developed </li></ul><ul><ul><li>Good use of conventions will endear; Poor use will provoke </li></ul></ul><ul><li>Focus on Building Brand Presence First </li></ul><ul><ul><li>Users are more Welcoming to Branding than Sales Pitches </li></ul></ul><ul><li>Give Users a Reason to Interact and Share with You </li></ul><ul><ul><li>Become a Part of the User’s Identity Performance </li></ul></ul><ul><li>Leverage Celebrity Endorsements </li></ul><ul><ul><li>Put Your Message in your Spokesperson’s Twitter Stream </li></ul></ul><ul><li>Track and Measure your Brand’s Presence on Twitter </li></ul><ul><ul><li>Use the Powerful Tools to Follow the Conversation </li></ul></ul><ul><ul><li>Develop Procedures for Determining Who to Respond to. </li></ul></ul>
  16. 16. <ul><li>Thank you. </li></ul><ul><li>Questions? </li></ul><ul><li>Follow me: http://twitter.com/hornOKplease </li></ul>

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