Twitter users more engaged with brands

29 September 2009

LOS ANGELES: Consumers who regularly use Twitter, the microblogging service, are more likely to engage with brands on the web than members of other social networking sites, a new study from Interpret, the research firm, has found.

The company conducted a survey of 9,200 people in order to assess the attitudes and behaviours of users of Twitter compared with their counterparts on portals like Facebook and MySpace.

It found that 24% of netizens who frequently accessed the first of these three properties often reviewed or rated products on the internet, a figure that fell to 12% for their peers on the other Web 2.0 heavyweights.

Similarly, 20% of "tweeters" said they viewed information like company profiles, a total that reached just 11% for their counterparts on alternative social networks.

Perhaps most interestingly for marketers, 20% of the “Twitterati” often click on web advertising and online sponsorship executions, more than double the percentage among non-users of the site.

Michael Gartenberg, vice president of strategy and analysis at Interpret, argued in a report that "Twitter has gone from digerati fad to industry force. Vendors ignoring Twitter users along with their reach and influence do so at their own peril."

ComScore, the marketing data and services firm, estimated that 55 million people worldwide visited Twitter in August 2009, compared with just 4 million some 12 months earlier.

However, Hitwise has also found that the self-defined "social messaging utility" has seen its share of web visits and search enquiries in the US gradually decline after reaching a peak in April this year.

Twitter has recently announced an intention to establish a number revenue-generating tools, such as verified user accounts, and has also "left the door open" to advertising.

Data sourced from Wall Street Journal; additional content by WARC