Twitter and youth


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About the effectiveness of twitter in India's youth's purchasing behavior and how companies are using it

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Twitter and youth

  1. 1. Twitter and Youth<br />By Nikhil Narayan<br />
  2. 2. Twitter<br />Twitter is a social networking and micro blogging website<br />Current estimate of active users – 200 million<br />65 million tweets a day<br /> 800,000 search queries per day<br />Tweets – 140 character messages<br />Source :<br />2<br />Jack Dorsey – Creator of Twitter <br />
  3. 3. Twitter Demographics 2010<br />
  4. 4. Points to Note<br /><ul><li> 25% of twitter users follow a brand
  5. 5. 67% of brand followers purchase the same brand
  6. 6. 30% of the users belong to Young Professional category (Age: 25 to 34 yrs)
  7. 7. More women users than men
  8. 8. 50 million accounts merely follow other users rather than posting their own messages.</li></ul>Source<br />4<br />
  9. 9. Points to Note<br /><ul><li>Twitter is becoming more of news feed than a social network
  10. 10. Only 21% are ‘true users’
  11. 11. Twitter has world wide traffic rank of 9
  12. 12. In India Twitter stands at 8th position in terms of traffic
  13. 13. Workplace is the number one browsing location for accessing twitter !!!</li></ul>Source and statistics<br />5<br />
  14. 14. Presence In India<br /><ul><li> 8% reach among Indian internet users
  15. 15. 7.4% worldwide reach
  16. 16. This figure converts to 5.6 million twitter users in India
  17. 17. Mumbai ranks 31 out of top 50 tweeting world cities.</li></ul>Source: The Marketing Whitebook 2011-12<br />6<br />
  18. 18. Presence In India<br /><ul><li> More women (53%) than men (47%). But men are more active (54%) in twitter than women in India
  19. 19. 5% of users accounts for 75% of activity
  20. 20. 85.3% of all twitter users post less than one post a day</li></ul>7<br />
  21. 21. Twitter Usage<br />8<br />In Emergencies<br />Helps in getting information out of emergency situations. Ex: 2008 Mumbai Attacks, 2009 H1N1 updates<br />In Election Campaign<br />Candidates use it to converse with the voters in real time. Ex: 2008 U.S. presidential campaign<br />In Protests And Politics<br />Protesters use twitter as a medium for communicating with the world for support. Ex: 2009 Iranian election<br />In Public Relations<br />Keeping public informed and gaining support and presence. Ex: SashiTharoor, New Movies<br />In Reporting<br />Both news and entertainment media uses twitter to keep people informed about the new happenings.<br />In Business<br />Twitter 101 is used for promoting business. Ex: $9m of its 2009  Dell ‘s sales from Twitter and FB<br />
  22. 22. Survey Result<br />Source :<br />9<br />Survey population: 1186 <br />
  23. 23. Twitter change in focus<br />Pear Analytics analyzed 2,000 tweets (originating from the US and in English) over a two-week period in August 2009 and separated them into six categories<br />Pointless babble – 40%<br /> Conversational – 38%<br /> Pass-along value – 9%<br /> Self-promotion – 6%<br /> Spam – 4%<br /> News – 4%<br />10<br />Twitter emphasized its news and information-network strategy in November 2009 by changing the question asked to users for status updates from "What are you doing?" to "What's happening?“<br />
  24. 24. Pattern of tweets<br />Following<br />Indians like their US counterparts follow celebrities extensively<br />Celebrities does not involve in reciprocal following<br />11<br />
  25. 25. Pattern of tweets<br />Following<br />Only 22.1% of users follow each other<br />This is much lower than other similar platforms such as Flicker (68% reciprocal following)<br />Suggests that what happens in Twitter is more of a tweet subscription than active social networking !!!<br />The users with high following act as hubs in twitter-sphere. They have the power to cause fast and wide spread broadcasting of information<br />In short they make twitter similar to a news channel<br />Source:<br />12<br />
  26. 26. Pattern of tweets<br />Timely tweets<br />Users talk about current topics<br />54.3% of topics are headline news.<br />31.5% are ‘ephemeral topics’ <br />New movies, albums, etc normally becomes trending topic<br />When a celebrity/hubs starts tweeting about a topic it will be soon carried on by his/her followers. A crowding behavior is observed.<br />NPR News, The New York Times,, CNN etc are thus very influential in twitter-sphere and can generate public involvement in political issues<br />13<br />
  27. 27. Trending topics<br /> Twitter has 2 kind of listings for trending topic. <br /><ul><li>Worldwide and
  28. 28. regional.
  29. 29. Indians can thus separately see the trending topic in India. This feature reduces the influence of higher number western users causing western trending topics all the time.
  30. 30. But India currently does not have city based trending topics
  31. 31. Twitter also introduces PROMTED trending topic to keep people discussing about certain topic</li></ul>14<br />
  32. 32. Customer service through twitter<br />Many Indian companies use their twitter accounts for improving their business and customer relationships. Twitter account is used to<br />resolve customer complaints <br />respond to them in a quicker manner<br />attract feedbacks and suggestion<br />15<br />
  33. 33. 2010 Trending topics<br /><br />16<br />TOP 10 Trending Topics<br />Analysis<br />All topics where timely<br />3 topics where on Sports Fifa World Cup 2010<br />2 Topics (Gulf Oil and Haiti earthquake) where socio political<br />2 Movies (Harry potter and Inception)<br />2 topics on current technology<br />1 on popular album<br />