We already know that Twitter users are very mobile and more likely to access the social network with a smartphone and today Twitter has released a mobile study that shines a light on how exposure to Tweets can drive brand engagement.
The “Tweets in Action: Mobile/Tech” study found quite simply that the more Tweets shoppers see, the higher the likelihood that they will visit brand websites, search for these websites, or visit third-party review sites to find out more about the brands they saw on Twitter.
These mobile users tend to feature Twitter as a major part of nearly every aspect of their lives. They are likely to be on Twitter from the time of their commute throughout the rest of the day and into their social life. This includes shopping where one in four mobile users are on Twitter whilst out and about.
There is a strong connection to Twitter mobile users and brands with 67% of mobile users following brands on Twitter and a whopping 25% following more than 10 brands (you can see more stats on this in the infographic below).
The comprehensive study looked at three different groups of users. The first group consisted of those users who were exposed to at least one Tweet by a mobile product or carrier brand. The two remaining groups of users were control groups: one consisted of Twitter visitors who were not exposed to mobile/tech brand Tweets, and the other represented the average internet user. There were three key findings on site visitation and Tweet exposure.
1. Twitter users who see Tweets from mobile/tech brands are more likely to visit brand websites.
The @Compete found that Twitter users visit mobile or tech brand websites at a higher rate (62%) than general internet users (45%). This includes websites for both mobile device brands and mobile carriers.
So what does this tell us? Twitter says it shows how its is helping “to drive engagement with brands and products and site traffic. Twitter users exposed to brand messages on the platform have a much higher likelihood to later visit the official sites. Brands should tweet proactively to reach their audience about new products and brand announcements”.
2. Twitter users who see mobile/tech brand Tweets are more likely to search for brand websites online.
Around 30% of average web users searched for and visited at least one brand website. On the other hand, 38% of Twitter users did the same during the period bearing out the what I said earlier about Twitter users being more mobile than your average social network user.
The interesting thing here is the jump in that figure when those Twitter users were exposed to a brand Tweet. The rate of visit via search leaps to 46%.
That suggests that Twitter users have a high tendency to search for and learn about brands and products through the platform.
That also carries a message for brands about how they need to make their tweets work hard and ensure that they include links to brand/product pages to make it easier for shoppers to search for additional information.
3. Twitter users who see mobile/tech brand Tweets are more likely to visit third-party review sites and check out reviews on products or brands.
The study found that exposure to brand Tweets increased the likelihood that consumers would visit third-party review sites (such as @CNET, @amazon, @techradar) to find out more about the brands or products.
Around 36% of average internet users visited third-party review sites during the Christmas shopping season. However, the likelihood to visit for Twitter users exposed to brand Tweets was 28% higher.
This is another message for brands when engaging with Twitter users. Brands need to tweet engaging content to raise curiosity and prompt consumers to find out more as Twitter users exposed to Tweets from brands tend to learn more about the brand or product by reading reviews.
And if brands can include content echoing recent reviews or consumer ratings that is clearly going to work to the brand’s advantage. This is what brand journalism is about, brands needs to be smart and give users just what they are looking for.
The study analyzed over 6,000 users and their site visitation behavior in the United Kingdom over the Christmas shopping season.
Working with Compete, Twitter also produced this infographic looking at its mobile users in the UK. Some of the figures will come as no surprise such as the fact that 66% use it whilst watching TV.