The document provides 10 quick facts about consumer behavior on Twitter from a 2011 study. Some key findings include: 1) Half of Twitter users go online more than once an hour and are frequent overall online users. 2) Nearly half of Twitter users have been using the platform for less than a year. 3) Most Twitter users (79%) follow fewer than 10 brands on the platform. 4) One-third of brand followers on Twitter interact with brands more in a given year than the previous year. 5) Younger Twitter users under 35 are much more likely to follow brands than older users over 50.

1. 10 Quick Facts
You Should
Know About
Consumer
Behavior on
Twitter
From the 2011 Chadwick Martin Bailey
Consumer Pulse

2. About this study
 Independent Research:
 Conducted through the CMB Consumer Pulse
 Supported by Constant Contact
 Methodology:
 Data collected from 1,491 consumers, age 18+ in the
United States through the Research Now online panel
 Data was collected through a 15-minute online
questionnaire fielded in January 2011.

3. Twitter users are frequent online users overall;
50% go online more than once an hour
Time Spent Online
100% 3% 3%
5%
7%
90% 17%
20%
80%
70% 40%
Between 2 and 6 times a
60% week
46%
Once a day
50% 45%
Did You Know?
Once every couple of
40% 60% of Twitter users
hours
30% Multiple times an hour
also use Facebook
50% more than 3 hours a
20% week (versus 49% of
34%
29% Facebook users
10%
overall).
0%
Overall Online Facebook Users Twitter Users
Users
Base: All respondents (online users) ● Q28. Which of the following best describes how often you go online?

4. Twitter may be early in its lifecycle; nearly half
of users have been tweeting less than one year
Length of Time as Twitter User
15%
6 months or
fewer
38% 7 to 11 months
1 to 2 years
Did You Know?
A quarter of Twitter
Over 2 years users over age 50 have
38% been tweeting less
than one month.
9%
Base: Twitter users ● Q29a. How long have you been using Twitter?

5. Most Twitter users are selective about brands
they follow; 79% follow fewer than 10 brands
Number of Brands Followed on
Twitter
Follow Brands on Twitter
21%
10+
5-9
16%
Don't Yes
3-4
28%
Know 21%
4%
1-2 36%
0% 10% 20% 30% 40%
No
75%
Base: Those who follow brands on Twitter● Q34a. Approximately, how many brands do you follow?;
Base: Those who use Twitter ● Q34. Do you follow any brands on Twitter?

6. One-third of brand followers are interacting with
brands more this year than the previous year
Interaction with brands versus previous year
11%
33% I interact more
I interact the same
I interact less
57%
Did you know?
Men increased their rate of
brand interaction more from the
previous year (38% vs. 27% of
women)
Base: Those who follow brands on Twitter● Q34m. Compared to last year, how have you changed your
interactions with brands on Twitter?

7. Twitter users under 35 are much more likely to
follow brands on Twitter than are older users
Twitter users who follow brands (by age)
26%
17%
13%
Under 35 35 to 49 50 and Over
Base: Twitter users ● Q34. Do you follow any brands on Twitter?

8. 75% of followers have never “un-followed” a
brand
Percentage of Fans who have and have not
“un-followed” a Brand on Twitter
Don’t Know,12%Have un-
followed, 13%
Have not un-
followed, 75% Did you know?
Brand followers
over 35 are even
more likely to stay
followers.
Base: Those who are follow brands on Twitter ● Q34g. Have you ever “un-followed” any brands on
Twitter?

9. People follow brands to receive exclusivity,
promotions, and be “in the know”
Top Five Reasons for
Following Brands on Twitter
I am a customer of the company 64%
To be the first to know information about the brand 61%
To receive discounts and promotions 48%
Gain access to exclusive content 36%
Receive content/information to retweet and share with others 28%
0% 20% 40% 60% 80%
Base: Those who follow brands on Twitter● Q34c: Why did you become a follower? Select all that apply.

10. Followers read brand posts more than they tweet
about brands
84% Read the tweets posted by the
brand
23% Tweet about the brand
Did You Know?
67% of brand
followers expect
unique content
from the brands
they follow.
Base: Those who follow brands on Twitter ● Q34l. For brands that you follow on Twitter, please describe
what you do to interact with these brands.

11. 60% of followers say they’re more likely to
recommend a brand to a friend after following
Percentage of followers likely to recommend brand to
friends after becoming followers
100%
9% 7%
90% 20%
80%
31% 33%
70%
33% Don't Know
60%
50% No
40% 42% 14% Yes, for a few brands
47%
30% Yes, for many brands
20%
33%
10% 18% 14%
0%
All Brand Under 35 35 to 49
Followers
Base: Those who follow brands on Twitter ● Q34f. Are you more likely to recommend to a friend since
becoming a follower? Note: N size for Twitter users who follow brands over the age of 50 is >25.

12. Half of followers say they’re more likely to buy a
brand after following
Men are More Likely to Buy Since Becoming a Follower
50% 55%
45%
Overall Men Women
Base: Those who follow brands on Twitter● Q34e. Are you more likely to buy since becoming a follower?
(% Yes)

13.  Download more free consumer pulse reports at
www.cmbinfo.com/downloads
 Learn how to use social media marketing to grow
your business at www.socialquickstarter.com
 For more information contact:
 Kristen Garvey at Chadwick Martin Bailey
 Dave Gerhardt at Constant Contact