Twitter Study: Mobile First Users Are Younger, More Engaged, Likely To Buy Stuff


Twitter engagement high among mobile users.

When it comes to mobile-first users Twitter is better than Facebook at attracting younger users. A new study conducted by Kantar Media Compete (commissioned by Twitter), finds that users are more engaged, younger and more receptive to brand marketing via the micro-blogging service.

The study found that 57 percent of primary mobile users are less likely to log into Twitter via desktop than other users. However, mobile first users more frequently use the social network. Kantar found that mobile users are 86 percent more likely to log into Twitter several times more per day than the average user. While most of those users enter Twitter via smartphones, 15 percent use tablets.

The study also reveals that mobile first users are younger than the average user. The study found that 18-34 year old users are 52 percent more likely to log in via mobile devices.

Kantar also found that younger mobile first users are more likely to start the day with Twitter (157 percent) and end the day with a tweet (129 percent).

Mobile first Twitter users are also 160 percent more likely to use Twitter at school or work and 169 percent more likely to use the service while shopping.

The study also found that Twitter users via mobile are three times more likely to check the service while commuting and before or after watching a movie.

If that isn’t enough information to wrap your brain around, mobile first users on Twitter are 57 percent more likely to develop original Tweets and 63 percent more likely to click on links they see in their timeline.

Mobile users are also 78 percent more likely to retweet messages and 85 percent more likely to favorite tweets they find on their mobile devices.

It is that type of engagement that leads to mobile first users following 11 or more brands, far above the network average.

For advertisers the biggest draw to mobile first users may be that those users are 58 percent more likely to recall seeing a Twitter ad.

Facebook turned around its IPO fortunes thanks in large part to strengthened mobile ad support. With Twitter already developing strong mobile ad relationships the company could be poising itself for a strong mobile ad future.

The full Twitter study can be read HERE.


James Kosur

James Kosur has worked in the new media space for the last 10 years, helping many publications build their audiences to millions of monthly readers. He currently serves as the Director of Business Development at Business2Community.com and the CEO of Aven Enterprises LLC.

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