Twitter Says Its Mobile Users Are More Active, Engaged With Brands

February 13, 2013

This article is included in these additional categories:

Digital | Mobile Phone | Social Media | Youth & Gen X

Twitter-Primarily-Mobile-Users-Breakdown-Feb2013Twitter users who access the site primarily on a mobile device prove to be more active and more engaged with brands than the average user, according to results of a study conducted by Twitter and Compete. These “primary mobile users” are 57% more likely to compose original tweets, 63% more likely to click on links, 96% more likely to follow 11 or more brands, and 58% more likely to recall seeing an ad on the site.

That may be because, in general, these users are just on the site more frequently. This group is 86% more likely to be on Twitter several times a day, per the report: not only are they 157% more likely to access the site when they wake up, they’re also 129% more likely to access it when they’re going to sleep. Power users, indeed.

It’s not too surprising that these users tend to be second-screeners, too. Roughly two-thirds use Twitter in front of the TV, which makes them 32% more likely to do that than the average user.

Another notable – if not terribly surprising – finding: these primarily mobile users tend to be young. 18-34-year-olds are 52% more likely to be signing in primarily via a mobile device. A recent study from Royal Pingdom found that the average age of a Twitter user (in June 2012) was slightly older than 37.

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