Study of Consumer Behavior on Twitter® Echoes Facebook® Research; Shows Followers More Likely to Buy, Recommend
WALTHAM, Mass.—(BUSINESS WIRE)—Consumers who follow brands on Twitter are more likely to both buy and recommend those brands’ products, according to a new study of consumer behavior on Twitter conducted by Constant Contact®, Inc. (NASDAQ: CTCT) and research firm Chadwick Martin Bailey. The study’s key findings echo a previous study conducted by the two companies of consumer behavior on Facebook, and also revealed that more consumers are turning to Twitter to connect with their favorite brands: one-third of brand followers surveyed reported interacting with brands more this year than they did last year.
“It’s also important to realize that consumers are selective—they really want the inside scoop about the brands they follow. Social media platforms like Facebook, and increasingly Twitter, offer companies an opportunity to listen, learn, and engage.”
“For brands, simply broadcasting content and talking at consumers doesn’t fly anymore. Consumers want more than just good content; they want interactive content. And they don’t just want to hear from brands; they want to be heard and acknowledged by the real people behind the brands. More than ever, marketing is about building relationships, and Twitter is a great channel for this type of two-way interaction,” said Mark Schmulen, general manager of social media, Constant Contact. “Similar to what we saw in our previous study of behavior on Facebook, the quality of relationships between brands and consumers on Twitter is high. Consumers are selective as to which brands they follow, but they are extremely loyal to those that they do follow. Consumers are both more likely to buy and recommend products from a brand they follow on Twitter.”
“The research confirms that Twitter, while still early in its lifecycle, is growing as a tool for consumers to connect with brands. Nearly half of those who reported using Twitter have been doing so for less than a year, and a third of brand followers reported using the tool to connect with brands more than ever before,” said Kristen Garvey, vice president of marketing, Chadwick Martin Bailey. “It’s also important to realize that consumers are selective—they really want the inside scoop about the brands they follow. Social media platforms like Facebook, and increasingly Twitter, offer companies an opportunity to listen, learn, and engage.”
The study analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed ten key facts:
- 60% of brand followers are more likely to recommend a brand to a friend after following them on Twitter (tweet this)
- 50% of brand followers are more likely to buy from a brand after following them on Twitter (tweet this)
- Consumers follow brands on Twitter for exclusivity, promotions and to be “in the know” (tweet this)
- 50% of consumers on Twitter go online more than once an hour (tweet this)
- Nearly half of consumers on Twitter have been tweeting less than one year
- 79% of consumers on Twitter follow fewer than 10 brands (tweet this)
- 75% of consumers have never “un-followed” a brand on Twitter (tweet this)
- One-third of brand followers are interacting with brands more this year than last (tweet this)
- Consumers on Twitter read posts from brands much more than they tweet about brands (tweet this)
- Consumers on Twitter under age 35 are more likely to follow brands than older users (tweet this)
“The fact that consumers rarely ‘un-follow’ brands on either Facebook or Twitter suggests that the majority of interactions between brands and consumers online are positive,” said Schmulen. “This data, combined with the results of our first study, is significant for Constant Contact’s small business customers. It shows that for organizations willing to engage, Facebook and Twitter are both great platforms for building customer loyalty and driving positive word of mouth. Small businesses in particular have an advantage over larger and better-resourced organizations, because they already understand the importance of providing a great customer experience and building lasting relationships.”
Tweet this headline: New Data from @ConstantContact and @CMBInfo Highlights Need for Brand Engagement on Social Media
- Read the full report on consumer behavior on Twitter: http://bit.ly/nNgru7
- Read Constant Contact and Chadwick Martin Bailey’s report on consumer behavior on Facebook:http://bit.ly/qohqCB
- To learn more about how Twitter and Facebook can help businesses, check out the Social Media Quickstarter, Constant Contact’s free online resource to help small businesses get started and successful with social media: http://www.socialquickstarter.com/
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. Founded in 1984 by John Martin and Anne Bailey Berman, the company has corporate headquarters in Boston, Massachusetts, serving clients in more than 30 countries around the globe. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com
About Constant Contact, Inc.
Constant Contact is revolutionizing the success formula for small organizations through affordable, easy-to-use Engagement Marketing™ tools that help create and grow customer relationships. More than 450,000 small businesses, nonprofits, and associations worldwide rely on Constant Contact to drive ongoing customer dialogs through email marketing, social media marketing, event marketing, and online surveys. All Constant Contact products come with unrivaled KnowHow, education, and free coaching with a personal touch, including award-winning customer support.
Constant Contact and the Constant Contact Logo are registered trademarks of Constant Contact, Inc. All Constant Contact product names and other brand names mentioned herein are trademarks or registered trademarks of Constant Contact, Inc. All other company and product names may be trademarks or service marks of their respective owners.