Twitter Followers Top Brand Purchasers
Results from “The Collaborative Future” indicate that 37% of Twitter followers are more likely to purchase a brand after becoming a follower, compared to 27% of email subscribers and only 17% of Facebook fans.
Interestingly, the percentage of email subscribers who are not more likely to purchase a brand, 32%, is the same percentage of Twitter followers who are not more likely. A much higher percentage of email subscribers are neutral in regard to buying a brand, 41% compared to 34%.
In addition to having the smallest percentage of fans more likely to buy a brand, Facebook fans have the highest percentage not more likely to do so, 49%.
Twitter Followers Tweet Brand Satisfaction
Twitter followers are also more likely to recommend a brand (33%) than email subscribers (24%) or Facebook fans (21%). When it comes to spreading the word, a higher percentage of email subscribers (36%) than Twitter fans (31%) are not more likely to do so. Facebook fans also lead in this negative category (47%).
It is worth noting that 96% of daily email users subscribe to at least one brand, compared to 69% of daily Facebook users and 68% of daily Twitter users.
Twitter Users Seek Info, Value
The largest single percentage of Twitter users who follow a company, brand or association on Twitter are motivated to do so by a desire to get updates on future products (38%). Another 32% want to get more information about the activities of a company.
Following these two informational reasons, the next-highest percentage of Twitter users follows a company to receive discounts and promotions (31%). Thirty percent want to get information on upcoming sales, and 28% want to receive “freebies” such as coupons and samples.
Facebook Users Like Discounts
The highest percentage of consumers (40%) are motivated to like a brand on Facebook by discounts and promotions. Almost the same percentage (39%) is motivated by showing support for the brand.
However, two other popular reasons, getting free samples or coupons (36%) and updates on upcoming sales (30%), tie into the discount/promotion motivation. Other popular drivers include staying informed about the activities of a company (34%), getting updates on future products (33%), and fun or entertainment (29%).
Email Patterns Mimic Facebook Patterns
Email subscribers mostly have the same basic motivation as Facebook fans, but at higher rates. Sixty-seven percent want to receive discounts and coupons, while 55% want to receive freebies, 50% want updates on sales and 45% want product updates.
One major differentiator, however, is the much smaller percentage of email subscribers (11%) who want to show support for a company. This may be due to the more private nature of email.
In June 2010, nearly 93 million internet users worldwide visited Twitter.com. This marked an increase of 109% from the previous year, as the social networking site achieved strong gains across all global regions.