10 Quick Facts
You Should
Know About
Consumer
Behavior on
From the 2011 Chadwick Martin Bailey
Consumer Pulse
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.
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 Online Users
Facebook Users Twitter Users
Time Spent Online
Between 2 and 6 times a week
Once a day
Once every couple of hours
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% of
Facebook users overall).
Twitter may be early in its lifecycle; nearly half
of 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 or fewer
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.
Most Twitter users are selective about brands
they follow; 79% follow fewer than 10 brands
36%
28%
16%
21%
0% 10% 20% 30% 40%
Number of Brands Followed on Twitter
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?
Yes 21%
No 75%
Don't Know
4%
Follow Brands on Twitter
One-third of brand followers are interacting with
brands 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 your
interactions with brands on Twitter?
Twitter users under 35 are much more likely to
follow 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%
75% of followers have never “un-followed” a
brand
Have un-followed, 13%
Have not un-followed, 75%
Don’t Know,12%
Percentage of Fans who have and have not “un-followed” a Brand on Twitter
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?
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 for Following Brands on Twitter
Base: Those who follow brands on Twitter● Q34c: Why did you become a follower? Select all that apply.
Followers read brand posts more than they tweet
about brands
Read the tweets posted by the
brand
Tweet about the brand
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.
84%
23%
Did You Know? 67% of brand
followers expect unique content from the brands
they follow.
60% of followers say they’re 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 Brand Followers
Under 35 35 to 49
Percentage of followers likely to recommend brand to friends after becoming followers
Don't Know
No
Yes, for a few brands
Yes, for many brands
Half of followers say they’re more likely to buy a
brand after following
Base: Those who follow brands on Twitter● Q34e. Are you more likely to buy since becoming a follower?
(% Yes)
Women
Men
Men are More Likely to Buy Since Becoming a Follower
45%
55%
50%
Overall
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