10 Quick Facts10 Quick Facts You Should Know AboutKnow About Consumer Behavior on Twitter 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 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 gquestionnaire fielded in January 2011.

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

Time Spent Online

20% 17%

7% 5% 3% 3%

80%

90%

100%

45% 46%

40%

50%

60%

70% Between 2 and 6 times a week

Once a day

Did You Know?

% 34%

50% 20%

30%

40% Once every couple of hours

Multiple times an hour

Did You Know?60% of Twitter users also use Facebook more than 3 hours a week (versus 49% of 

29% 34%

0%

10%

Overall Online Users

Facebook Users Twitter Users

Facebook users overall). 

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

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

38%

6 o s ofewer

7 to 11 months

1 to 2 years Did You Know?

9%

38% Over 2 years

Did You Know?A quarter of Twitter 

users over age 50 have been tweeting less than one month.  

9%

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

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

Number of Brands Followed on Twitter

16%

21% 10+

5-9

Follow Brands on Twitter

36%

28%

5 9

3-4

1-2

Yes 21%

Don't Know

4%

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?

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

11%

Interaction with brands versus previous year

33% I interact more

I interact the same

57% 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

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?

 

75% of followers have never “un-followed” a brand

Percentage of Fans who have and have not

Have un-Don’t Know,12%

Percentage of Fans who have and have not “un-followed” a Brand on Twitter

Have un-followed, 13%

Have not un-followed, 75% Did you know? 

Brand followers over 35 are evenover 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”

Top Five Reasons for Following Brands on Twitter

64% I am a customer of the company

48%

61%

To receive discounts and promotions

To be the first to know information about the brand

36% Gain access to exclusive content

28%

0% 20% 40% 60% 80%

Receive content/information to retweet and share with others

0% 20% 40% 60% 80%

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

84%  Tweet about the brand

 23% Did Y K ?

 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.

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

9% 7% 20%

80%

90%

100%

friends after becoming followers

31% 33%

33%

50%

60%

70%

80%

Don't Know

No

33%

42% 47% 14%

20%

30%

40% Yes, for a few brands

Yes, for many brands

18% 14% 0%

10%

All Brand Followers

Under 35 35 to 49

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.

Half of followers say they’re more likely to buy a brand after following

Men are More Likely to Buy Since Becoming a Follower

45%55%50% 

45% 

 

Women Men Overall 

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

 

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For more information contact:

Kristen Garvey at Chadwick Martin Bailey Dave Gerhardt at Constant Contact