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Twitter Forges Alliance with Brands

25 Aug 2010

A new study released by ExactTarget finds consumers who are active on Twitter are three times more likely to impact a brand's online reputation through syndicated Tweets, blog posts, articles and product reviews than the average consumer.

The study, sourced from the Centre for Media Research, supported the general findings that microbloggers have many reasons to follow brands they like. Though discounts and sales are toward the top of the list, news and information about a company and its products are primary. The survey of more than 1,500 consumers identifies top motivations for following brands on Twitter and provides new insight into consumers' expectations for interacting with brands online.

eMarketer estimates there are 26 million monthly users of Twitter, in the USA, in 2010. That makes users of Twitter a relatively small minority of internet users, at 14.6 per cent, but their voice is disproportionately loud.

According to the report, daily Twitter users are about three times as likely as internet users on average to upload photos, four times as likely to blog, three times as likely to post ratings and reviews, and nearly six times as likely to upload articles.

Key findings of the research include:


  • Twitter users are the most influential online consumers; 72 per cent publish blog posts at least monthly, 70 per cent comment on blogs, 61 per cent write at least one product review monthly and 61 per cent comment on news sites.
  •  Daily Twitter users are 6 times more likely to publish articles, five times more likely to post blogs, seven times more likely to post to Wikis and three times more likely to post product reviews at least monthly compared to non-Twitter users.
  •  23 per cent of online consumers read Twitter updates at least monthly.
  • 11 per cent of online consumers read Twitter updates, but do not have a Twitter account themselves.
  • 20 per cent of consumers indicate they have followed a brand in order to interact with the company, more than become email subscribers or Facebook fans for the sake of interaction.
  •  Men are more than twice as likely as women to follow brands on Twitter to interact with the company (29 per cent compared to 13 per cent).
  • Nine out of the 10 most common motivations for consumers to follow a brand on Twitter involve consumers seeking information from a company.


Tim Kopp, ExactTarget's chief marketing officer, concludes that "Twitter offers marketers an unrivaled opportunity to instantly and personally interact with customers on behalf of a brand... "

Source: MediaPost



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