Do You Know Who’s on Twitter?

Demographics and usage habits of the microblogging crowd

Twitter has experienced explosive growth in 2009. According to “An In-Depth Look Inside the Twitter World,” from Sysomos, 72.5% of all Twitter users joined the service in the first five months of this year. Who are they?

More than one-half of all Twitter users (53%) are women, and the majority are young. Among users who disclose their age, 66% are under 25, and another 15% are ages 25 to 29.

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Mniejsze reklamy są jednak efektywniejsze

Mniejsze formaty reklam internetowych są skuteczniejsze niż ich większe odpowiedniki – brzmi wniosek z badania przeprowadzonego przez firmę Dynamic Logic. Najlepsze efekty w kampaniach brandingowych notują formaty: 234×60 i 180×150, aczkolwiek co podkreślają autorzy badania, liczy się również kształt i umiejscowienie witryny na stronie oraz kreatywność twórców.

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What People Are Tweeting About

Finding the signal in the noise

What is the purpose of Twitter? Social media marketers have been trying to answer that question as they use the microblogging service to promote their brands and products.

The general wisdom is that Twitter is great for conversations and self-promotions. But critics of the 140-character medium have some support from an August 2009 Pear Analytics study of the site’s public timeline.

The marketing analytics firm placed each tweet in one of six categories, and the big winner was “pointless babble”—what Pear Analytics referred to as “the ‘I am eating a sandwich now’ tweets.” More than 40% of all tweets monitored fell into this grouping.

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How Helpful Is Live Chat?

Very—for some issues, at least

Some e-commerce sites looking for a way to deal with confused or inquisitive online shoppers have begun offering live chat capabilities, where shoppers can interact with customer service representatives in real time to ask questions or get help.

Bold Software, creator of one such e-commerce live chat solution, conducted a survey of US online buyers to investigate whether the feature had an effect on online shopping habits.

The study found that online buyers who had used live chat were more likely to make online purchases at least once a week (40%) than buyers who had never chatted (22%). Respondents who hadn’t used live chat were likely to be infrequent online buyers, with 36% making a purchase less than once per month compared with 18% of chatters.

Live chat cannot solve every e-commerce problem, however. ATG’s “Customer Service Survey” found US online shoppers preferred live help over the phone via click-to-call when dealing with sensitive or complicated information, technical problems or a large amount of money.

In a market where inducing shoppers to make a purchase and getting those purchasers to return are critical, live chat is a valuable service.
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Focusing on Social Networks

They do it all

Universal McCann’s “Power to the People: Social Media Tracker” study, now in its fourth year, indicates that social networks continue to climb in popularity around the world. But the research firm believes a change is happening in social media: Internet users are “starting to focus their digital life” around single networks, rather than around many specialized tools with social features.

The study found a major increase in the percentage of US Internet users with a social network profile between 2008 and 2009. This year, 59% of active Web users—those with access at least every other day—reported having a profile, up 16 percentage points. Previous gains were in the single digits.

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Worldwide, 62.5% of active Internet users ages 16 to 54 have a social network profile in 2009. In addition, 71.1% have visited a friend’s profile page.

As noted above, despite consolidation social media is not a one-stop shop. Universal McCann advises marketers to give consumers options when engaging them through social media. Allowing individuals to share and discuss on their platform of choice remains important.

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