10 quick facts you should know about consumer behavior on twitter 2011 (chadwick martin bailey)...

7/31/2019 10 Quick Facts you Should Know about Consumer Behavior on Twitter 2011 (Chadwick Martin Bailey) JUL12

1/13

10 Quick Facts

You ShouldKnow AboutConsumer

Behavior onTwitter

From the 2011 Chadwick Martin Bailey

Consumer Pulse


2/13

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 onlinequestionnaire fielded in January 2011.
http://blog.cmbinfo.com/downloadshttp://www.constantcontact.com/http://www.constantcontact.com/http://blog.cmbinfo.com/downloadshttp://www.cmbinfo.com/http://www.socialquickstarter.com/


3/13

Twitter users are frequent online users overall;50% go online more than once an hour

29%34%

50%

45%46%

40%

20%17%

7%5% 3% 3%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

Overall OnlineUsers

Facebook Users Twitter Users

Time Spent Online

Between 2 and 6 times aweek

Once a day

Once every couple ofhours

Multiple times an hour

Base: All respondents (online users) Q28. Which of the following best describes how often you go online?

Did You Know?

60% of Twitter users

also use Facebook

more than 3 hours a

week (versus 49% ofFacebook users

overall).
http://www.cmbinfo.com/http://www.socialquickstarter.com/


4/13

Twitter may be early in its lifecycle; nearly halfof users have been tweeting less than one year

Base: Twitter users Q29a. How long have you been using Twitter?

38%

9%

38%

15%

Length of Time as Twitter User

6 months orfewer

7 to 11 months

1 to 2 years

Over 2 years

Did You Know?

A quarter of Twitter

users over age 50 have

been tweeting less

than one month.


5/13

Most Twitter users are selective about brandsthey follow; 79% follow fewer than 10 brands

36%

28%

16%

21%

0% 10% 20% 30% 40%

Number of Brands Followed onTwitter

10+

5-9

3-4

1-2

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?

Yes21%

No75%

Don'tKnow

4%

Follow Brands on Twitter


6/13

One-third of brand followers are interacting withbrands more this year than the previous year

33%

57%

11%

Interaction with brands versus previous year

I interact more

I interact the same

I interact less

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 yourinteractions with brands on Twitter?


7/13

Twitter users under 35 are much more likely tofollow brands on Twitter than are older users

Base: Twitter users

Q34. Do you follow any brands on Twitter?

Under 35 35 to 49 50 and Over

Twitter users who follow brands (by age)

26%

17%

13%


8/13

75% of followers have never un-followed abrand

Have un-followed, 13%

Have not un-followed, 75%

Dont Know,12%

Percentage of Fans who have and have notun-followed a Brand on Twitter

Did you know?

Brand followers

over 35 are evenmore likely to stay

followers.

Base: Those who are follow brands on Twitter

Q34g. Have you everun-followed any brands onTwitter?


9/13

People follow brands to receive exclusivity,promotions, and be in the know

28%

36%

48%

61%

64%

0% 20% 40% 60% 80%

Receive content/information to retweet and share with others

Gain access to exclusive content

To receive discounts and promotions

To be the first to know information about the brand

I am a customer of the company

Top Five Reasons forFollowing Brands on Twitter


Q34c: Why did you become a follower? Select all that apply.


10/13

Followers read brand posts more than they tweetabout brands

Read the tweets posted by the

brand

Tweet about the brand


Q34l. For brands that you follow on Twitter, please describewhat you do to interact with these brands.

84%

23%Did You Know?

67% of brand

followers expect

unique content

from the brandsthey follow.


11/13

60% of followers say theyre more likely to

recommend a brand to a friend after following

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.

18% 14%

33%

42% 47%14%

31% 33%

33%

9% 7%

20%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

All BrandFollowers

Under 35 35 to 49

Percentage of followers likely to recommend brand tofriends after becoming followers

Don't Know

No

Yes, for a few brands

Yes, for many brands


12/13

Half of followers say theyre more likely to buy abrand after following

Base: Those who follow brands on Twitter Q34e. Are you more likely to buy since becoming a follower?

(% Yes)

WomenMen

Men are More Likely to Buy Since Becoming a Follower

45%

55%50%

Overall


13/13

Download more free consumer pulse reports atwww.cmbinfo.com/downloads

Learn how to use social media marketing to growyour business at www.socialquickstarter.com

For more information contact: Kristen Garvey at Chadwick Martin Bailey

Dave Gerhardt at Constant Contact
http://www.cmbinfo.com/downloadshttp://www.socialquickstarter.com/mailto:%[email protected]:[email protected]:[email protected]:%[email protected]://www.socialquickstarter.com/http://www.cmbinfo.com/downloadshttp://www.cmbinfo.com/http://www.socialquickstarter.com/

10 quick facts you should know about consumer behavior on twitter 2011 (chadwick martin bailey)...

Documents