E-Marketing in Minneapolis David Vinge, eMarketing Dashboard: Twitter - Key Trends And Tweeter Activity

Tuesday, July 7, 2009

Twitter - Key Trends And Tweeter Activity


The profiles and activity of 11.5 million Twitter accounts were analyzed by Sysomos Inc. and published in a comprehensive report in June. Most of the results are useful but some are just guesstimates (for example, they find that 65% of Twitter users are under the age of 25, but this is based on only the 0.7% of users who disclose their age). Still this appears to be the most comprehensive report publicly available for finding insights into the Twitter user base.

Highlights of the report include:
  • 72.5% of all users joined during the first five months of 2009. The Ashton Kutcher verses CNN race to achieve 1 million followers and Oprah starting to use Twitter drove explosive growth in March and April.
  • 85.3% of all Twitter users post less than one update/day
  • 21% of users have never posted a Tweet. They may be holding a user name for later use, or use the account to simply follow others.
  • 93.6% of users have less than 100 followers, while 92.4% follow less than 100 people. This could be skewed by the newness of the tool and the large number of recent joiners.
  • 150 followers seems to be the tipping point for many users. Sysomos found that Twitter users tended to “follow back” all of their followers up until about 150 connections. Then the follow-back rate dropped dramatically.
  • 5% of Twitter users account for 75% of all activity and and 10% of users account for 86% of activity.
  • New York has the most Twitters users, followed by Los Angeles, Toronto, San Francisco and Boston; while Detroit was the fast-growing city over the first five months of 2009
  • More than 50% of all updates are published using tools, mobile and Web-based, other than Twitter.com. TweetDeck is the most popular non-Twitter.com tool with 19.7% market share.
  • There are more women on Twitter (53%) than men (47%)
  • Of the people who identify themselves as marketers, 15% follow more than 2,000 people. This compares with 0.29% of overall Twitter users who follow more than 2,000 people.

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