Twitter recently released statistics on its advertising blog from a study conducted by digital intelligence provider Kantar Media Compete
that highlights how mobile Twitter users are prime targets for advertisers due
to their Twitter habits.
Compete reflected that the average Twitter follower monitors
five or more brands, but mobile Twitter users are 60% more likely to follow 11
or more brands and 53% more likely to remember an ad on Twitter than the
average user.
Particularly noteworthy for advertising strategists, the
study found that primary mobile users are also 44% more likely to click on
links, 66% more likely to re-Tweet and 76% more likely to “favorite” a Tweet.
According to the study, users who primarily access Twitter
via mobile are 79% more likely to be on Twitter several times a day than the
average Twitter user. They are twice as
likely to access Twitter before bed and upon wake-up. Primary mobile users are 181% more likely to
use Twitter during their commutes, and 119% more likely to continue to access
Twitter once at school or work.
If you consider Twitter merely a convenient diversion from
daily responsibility, you may be surprised that it is just as popular with
mobile users in social hours: Mobile
Twitter users are 127% more likely than other Twitter users to use access the app
when out with friends, 202% more likely to use Twitter before and after a
movie, and three times more likely to do so while shopping. There’s also the figure that 57% of mobile
Twitter users communicate with people near them via Twitter—i.e. they are
consumers ripe for contagious, local-based consumption.
Twitter tallies all of these numbers to tell advertisers
that Twitter’s mobile followers not only exponentially multiply eyeballs to any
one particular point, they have the potential to exponentially drive eyeballs
to particular brands—“ to create reach, build frequency and
drive engagement.”
i.e. Twitter seems to be practically shouting from
the Twitter-sphere that it should be showered with more advertising dollars and
ingenuity. It’s still early in 2013, but
here’s a trend—potentially a self-generated one—to watch for.
