You Should. Consumer Behavior on Twitter. From the 2011 Chadwick Martin Bailey Consumer Pulse

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1 10 Quick Facts You Should Know About Consumer Behavior on Twitter From the 2011 Chadwick Martin Bailey Consumer Pulse

2 About this study Independent Research: Conducted through the CMB Consumer Pulse Supported by Constant Contact Methodology: Data collected from 1,491 consumers, age 18+ in the United States through the Research Now online panel Data was collected through a 15-minute online questionnaire fielded in January 2011.

3 Twitter users are frequent online users overall; 50% go online more than once an hour Time Spent Online 100% 90% 80% 5% 3% 3% 7% 17% 20% 70% 60% 50% 40% 30% 20% 10% 0% 45% 29% Overall Online Users 46% 34% Facebook Users 40% 50% Twitter Users Between 2 and 6 times a week Once a day Once every couple of hours Multiple times an hour Did You Know? 60% of Twitter users also use Facebook more than 3 hours a week (versus 49% of Facebook users overall). Base: All respondents (online users) Q28. Which of the following best describes how often you go online?

4 Twitter may be early in its lifecycle; nearly half of users have been tweeting less than one year Length of Time as Twitter User 15% 38% 6 months or fewer 7 to 11 months 38% 9% 1 to 2 years Over 2 years Did You Know? A quarter of Twitter users over age 50 have been tweeting less than one month. Base: Twitter users Q29a. How long have you been using Twitter?

5 Most Twitter users are selective about brands they follow; 79% follow fewer than 10 brands Number of Brands Followed on Twitter Follow Brands on Twitter % % Don't Know 4% Yes 21% % 36% 0% 10% 20% 30% 40% No 75% Base: Those who follow brands on Twitter Q34a. Approximately, how many brands do you follow?; Base: Those who use Twitter Q34. Do you follow any brands on Twitter?

6 One-third of brand followers are interacting with brands more this year than the previous year Interaction with brands versus previous year 11% 33% I interact more I interact the same Did you know? Men increased their rate of brand interaction more from the previous year (38% vs. 27% of women) 57% I interact less Base: Those who follow brands on Twitter Q34m. Compared to last year, how have you changed your interactions with brands on Twitter?

7 Twitter users under 35 are much more likely to follow brands on Twitter than are older users Twitter users who follow brands (by age) 26% 17% 13% Under to and Over Base: Twitter users Q34. Do you follow any brands on Twitter?

8 75% of followers have never un-followed a brand Percentage of Fans who have and have not un-followed a Brand on Twitter Don t Know,12% Have unfollowed, 13% Have not unfollowed, 75% Did you know? Brand followers over 35 are even more likely to stay followers. Base: Those who are follow brands on Twitter Q34g. Have you ever un-followed any brands on Twitter?

9 People follow brands to receive exclusivity, promotions, and be in the know Top Five Reasons for Following Brands on Twitter I am a customer of the company 64% To be the first to know information about the brand 61% To receive discounts and promotions 48% Gain access to exclusive content 36% Receive content/information to retweet and share with others 28% 0% 20% 40% 60% 80% Base: Those who follow brands on Twitter Q34c: Why did you become a follower? Select all that apply.

10 Followers read brand posts more than they tweet about brands Read the tweets posted by the 84% brand 23% Did Tweet about the brand Did You Know? 67% of brand followers expect unique content from the brands they follow. Base: Those who follow brands on Twitter Q34l. For brands that you follow on Twitter, please describe what you do to interact with these brands.

11 60% of followers say they re more likely to recommend a brand to a friend after following Percentage of followers likely to recommend brand to friends after becoming followers 100% 9% 7% 90% 20% 80% 70% 60% 31% 33% 33% Don't Know 50% No 40% 42% 14% Yes, for a few brands 47% 30% 20% 10% 0% 18% All Brand Followers 14% 33% Under to 49 Yes, for many brands Base: Those who follow brands on Twitter Q34f. Are you more likely to recommend to a friend since becoming a follower? Note: N size for Twitter users who follow brands over the age of 50 is >25.

12 Half of followers say they re more likely to buy a brand after following Men are More Likely to Buy Since Becoming a Follower 50% 55% 45% Overall Men Women Base: Those who follow brands on Twitter Q34e. Are you more likely to buy since becoming a follower? (% Yes)

13 Download more free consumer pulse reports at com/downloads Learn how to use social media marketing to grow your business at com For more information contact: Kristen Garvey at Chadwick Martin Bailey Dave Gerhardt at Constant Contact