Recently a study was done about Twitter users and their following of brands through this social media tool. The study was conducted by Constant Contact and examined 1,491 Twitter users in the United States that were 18 and older. The study made some interesting finds about percentages of users that buy and recommend brands. It was determined that 60% of the users that followed brands would recommend the brand to their friends and 50% of the followers were more likely to buy from that brand.
These seem like great numbers but the study determined that only 21% of the Twitter users actually followed brands and that about 80% of those people followed fewer than 10 brands. If a brand actually makes it to the list of being followed than more likely than not the follower will not stop following the brand, 75% of these followers said they never un follow a brand once they have started. The top two reasons that Twitter followers gave for following a brand on Twitter was that they are a customer to that company and they wanted to be the first to know information about that brand.
It was stated that 67% of followers expect some type of unique content from the brands that they follow. If a company can find a way to offer special content to their Twitter followers and a way to attract them to it first of all then it can lead to great success for their brand. The key is convincing someone that their specific brand is worth following and that the individual will gain something from it.
I think these are great statistics. Personally, I follow brands on Facebook and Twitter for discounts and special saving opportunities. I think we're moving into a society where we expect something in return for "liking" a brand or "following" them on twitter. If there was an upcoming special savings event and only twitter followers found out about it, I would certainly (if I liked that product) following them to find out about the sale.
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