Compete recently fielded a survey to uncover how consumers are using leading social media platforms and the impact usage has on interaction with a brand. Some interesting findings about Twitter emerged from the study that might be surprising to many. Here are four things that you might not know about Twitter.
1. Twitter users are more likely to engage with the service through a mobile device than are users of other social media platforms. 43% of Twitter account holders utilize the service through a mobile device compared to 34% and 9% for Facebook and LinkedIn respectively. Twitter is well positioned to capitalize on the macro trend of a greater proportion of internet browsing activity shifting to smartphone and tablet devices. See chart below for usage breakdown by device.
2. Twitter drives integration across consumer media channels. 17% of Twitter users tweet about a TV show while watching the show. Clearly this illustrates that many consumers interact with multiple forms of media at the same time. It presents an opportunity for marketers to create compelling TV campaigns, as these commercials not only reach the direct TV audience, but also have the opportunity to scale once tweeted. See chart below for details on Twitter usage by activity.
3. Twitter is more effective at driving purchase activity than Facebook. 56% of those who follow a brand on Twitter indicated they are “more likely” to make a purchase of that brand’s products compared to a 47% lift for those who “Like” a brand on Facebook. This is further evidence that marketers can drive ROI with Twitter by engaging followers through compelling content. See the chart below for more details on usage outcomes across Twitter and Facebook.
4. Twitter is the preferred platform for learning about new product updates. While those who follow a brand on Twitter and “Like” a brand on Facebook do so to learn about discounts and available “free stuff” to a similar degree, the Twitter followers are much more likely to use the platform for “updates on future products” (84% to 60%). Clearly Twitter is viewed as a medium in which consumers can directly communicate with the stewards of the brands they are most interested in. See chart below for details on why consumers choose to follow or Like a brand.