Twitter marketing - Statista Dossier

Transcription

1 Statista Dossier Twitter marketing - Statista Dossier Statista, Inc. (NY)

2 Twitter marketing - Statista Dossier Table of Contents

3 Use 06 Social media platforms used by marketers worldwide 2015, by target group 07 U.S. omnichannel retailer social media tools Twitter: likelihood of usage for marketing campaigns Leading Twitter ad formats in the U.S Most important social media platforms for B2B and B2C marketers Twitter marketing: main goals in the U.S Twitter marketing: greatest challenges in the U.S Worldwide companies that advertise on Twitter in 2010 and 2011 Successful application 15 Twitter: most popular retailers 2014, based on number of followers 16 Twitter: upstream traffic of most popular retailers Twitter: number of followers of popular beauty brands Twitter: number of followers of popular apparel brands 2014 Effectiveness 20 Effectiveness of Twitter ads in the United States as of May 2013

4 21 Twitter brand engagement rate worldwide 2013, by industry Advertising revenue 23 Twitter's advertising revenue worldwide Twitter: share of U.S. social network advertising revenue Twitter: global mobile internet advertising revenue Twitter: share of U.S digital display ad revenues Twitter: U.S. mobile advertising revenue Twitter: U.S. desktop advertising revenue Audience 30 Global social networks ranked by number of users Twitter: number of worldwide users Twitter: share of teenage users in selected countries October Twitter: regional user distribution Twitter brand content retweets worldwide 2013, by industry and content type 35 Twitter brand content replies worldwide 2013, by industry and content type 36 Reasons U.S. customers stop following brands on Twitter

5 Twitter marketing - Statista Dossier Use

6 Use 6 Social media platforms used by marketers worldwide 2015, by target group Which social media platform(s) do you use to market your business? Note: Worldwide; as of May 2015 Further information regarding this statistic can be found on page 38. Source: Social Media Examiner; ID

7 Use 7 U.S. omnichannel retailer social media tools 2014 Social media and user-generated content tools used by omnichannel retailers in the United States as of 1st quarter 2014 Note: United States; 1st quarter 2014; 108 Respondents; Omnichannel retailers / top 2 boxes of "employ" and "employ and plan to evolve" Further information regarding this statistic can be found on page 39. Source: emarketer; E-Tailing Group; ID

8 Use 8 Twitter: likelihood of usage for marketing campaigns Likelihood of Twitter being used for client campaigns according to U.S. ad agencies from 3rd quarter 2009 to 3rd quarter 2012 Note: United States; 3rd quarter 2009 to 3rd quarter 2012; Ad agencies Further information regarding this statistic can be found on page 40. Source: emarketer; Various sources (STRATA); ID

9 Use 9 Leading Twitter ad formats in the U.S Leading Twitter ad formats in the United States in 2013 and 2014 Note: Further information regarding this statistic can be found on page 41. Source: emarketer; RBC Wealth Management; Advertising Age; ID

10 Use 10 Most important social media platforms for B2B and B2C marketers 2015 What is the single, most important social platform for your business? Note: Worldwide; as of May 2015 Further information regarding this statistic can be found on page 42. Source: Social Media Examiner; ID

11 Use 11 Twitter marketing: main goals in the U.S Leading goals of using Twitter as a marketing tool in the United States as of March 2014 Note: United States; March 1 to 12, 2014; 1,112; among respondents using Twitter as a marketing tool Further information regarding this statistic can be found on page 43. Source: MarketingCharts; SMMU; ID

12 Use 12 Twitter marketing: greatest challenges in the U.S Brands' greatest challenges to Twitter marketing in the United States as of March 2014 Note: United States; March 1 to 12, 2014; 1,112; among respondents using Twitter as a marketing tool Further information regarding this statistic can be found on page 44. Source: MarketingCharts; SMMU; ID

13 Use 13 Worldwide companies that advertise on Twitter in 2010 and 2011 Number of companies worldwide advertising on Twitter in 2010 and 2011 Note: Worldwide; End of 2010 to June 2011 Further information regarding this statistic can be found on page 45. Source: emarketer; ID

14 Twitter marketing - Statista Dossier Successful application

15 Successful application 15 Twitter: most popular retailers 2014, based on number of followers Most popular retailers on Twitter in 2014, based on number of followers (in millions) Note: Worldwide; 2014 Further information regarding this statistic can be found on page 46. Source: Internet Retailer; ID

16 Successful application 16 Twitter: upstream traffic of most popular retailers 2013 Most popular retailers ranked by Twitter upstream traffic as of August 2013 Note: Worldwide; August 2013 Further information regarding this statistic can be found on page 47. Source: 8thBridge; ID

17 Successful application 17 Twitter: number of followers of popular beauty brands 2015 Leading beauty brands with the most followers on Twitter as of May 2015 Note: Worldwide Further information regarding this statistic can be found on page 48. Source: Socialbakers; ID

18 Successful application 18 Twitter: number of followers of popular apparel brands 2014 Leading apparel brands with the most followers on Twitter as of July 2014 (in 1,000) Note: Worldwide Further information regarding this statistic can be found on page 49. Source: Apparel Magazine; ID

19 Twitter marketing - Statista Dossier Effectiveness

20 Effectiveness 20 Effectiveness of Twitter ads in the United States as of May 2013 Do you think Twitter ads such as Promoted Tweets are effective? Note: United States; May 15, 2013; base: n = 400 Further information regarding this statistic can be found on page 50. Source: AYTM; ID

21 Effectiveness 21 Twitter brand engagement rate worldwide 2013, by industry Twitter brand engagement rate per tweet worldwide in 2013, by industry Note: Worldwide; 2013; includes paid and organic posts / based on over three million tweets sent through ExactTarget Marketing Cloud Further information regarding this statistic can be found on page 51. Source: ExactTarget; ID

22 Twitter marketing - Statista Dossier Advertising revenue

23 Advertising revenue 23 Twitter's advertising revenue worldwide Twitter's advertising revenue worldwide from 2010 to 2016 (in million U.S. dollars) Note: Worldwide; 2010 to 2013 Further information regarding this statistic can be found on page 52. Source: emarketer; ID

24 Advertising revenue 24 Twitter: share of U.S. social network advertising revenue Twitter's social network ad revenue as share of total social network ad revenues in the United States from 2013 to 2017 Note: United States; 2013 to 2014 Further information regarding this statistic can be found on page 53. Source: emarketer; ID

25 Advertising revenue 25 Twitter: global mobile internet advertising revenue Worldwide mobile internet advertising revenue of Twitter from 2012 to 2014 (in million U.S. dollars) Note: Worldwide; 2012 to 2013 Further information regarding this statistic can be found on page 54. Source: emarketer; ID

26 Advertising revenue 26 Twitter: share of U.S digital display ad revenues Net digital display ad revenues of Twitter as percentage of total digital display ad revenues in the United States from 2013 to 2017 Note: United States; 2013 to 2014 Further information regarding this statistic can be found on page 55. Source: emarketer; ID

27 Advertising revenue 27 Twitter: U.S. mobile advertising revenue Twitter's mobile advertising revenue in the United States from 2012 to 2015 (in million U.S. dollars) Note: United States; 2012 Further information regarding this statistic can be found on page 56. Source: emarketer; ID

28 Advertising revenue 28 Twitter: U.S. desktop advertising revenue Twitter's desktop advertising revenue in the United States from 2012 to 2015 (in million U.S. dollars) Note: United States; 2011 and 2012; net ad revenue after paying traffic aquisition costs (TAC) to partner sites Further information regarding this statistic can be found on page 57. Source: emarketer; ID

29 Twitter marketing - Statista Dossier Audience

30 Audience 30 Global social networks ranked by number of users 2015 Leading social networks worldwide as of August 2015, ranked by number of active users (in millions) Note: Worldwide; as of August 1, 2015; Social networks and messenger/chat app/voip included Further information regarding this statistic can be found on page 58. Source: Facebook; We Are Social; WhatsApp; Twitter; Tumblr; LinkedIn; Google; ID

31 Audience 31 Twitter: number of worldwide users Number of Twitter users worldwide from 2012 to 2018 (in millions) Note: Worldwide; 2012 to 2013 Further information regarding this statistic can be found on page 59. Source: emarketer; ID

32 Audience 32 Twitter: share of teenage users in selected countries October 2013 Teenagers as percentage of active Twitter users in selected countries as of October 2013 Note: Worldwide; October 2013; years Further information regarding this statistic can be found on page 60. Source: PeerReach; ID

33 Audience 33 Twitter: regional user distribution Distribution of Twitter users worldwide from 2012 to 2018, by region Note: Worldwide; 2012 to 2013 Further information regarding this statistic can be found on page 61. Source: emarketer; ID

34 Audience 34 Twitter brand content retweets worldwide 2013, by industry and content type Number of brand content retweets worldwide in 2013, by industry and content type Note: Worldwide; includes paid and organic posts / based on over three million tweets sent through ExactTarget Marketing Cloud Further information regarding this statistic can be found on page 62. Source: ExactTarget; ID

35 Audience 35 Twitter brand content replies worldwide 2013, by industry and content type Number of brand content replies worldwide in 2013, by industry and content type Note: Worldwide; includes paid and organic posts / based on over three million tweets sent through ExactTarget Marketing Cloud Further information regarding this statistic can be found on page 63. Source: ExactTarget; ID

36 Audience 36 Reasons U.S. customers stop following brands on Twitter Reasons U.S. customers stop following brands on Twitter in 2011 Note: United States; 2011 Further information regarding this statistic can be found on page 64. Source: ExactTarget; ID

37 Twitter marketing - Statista Dossier References

38 References 38 Social media platforms used by marketers worldwide 2015, by target group Which social media platform(s) do you use to market your business? Source and methodology information Notes: Source Conducted by Social Media Examiner Social Media Examiner The source does not provide detailed information regarding the questions. The chosen wording here might therefore differ slightly from the survey. Multiple answers were allowed. The source does not provide survey date. The date given in the field "survey time period" is the release date. Survey period as of May 2015 Region Worldwide Number of respondents 3,720 marketers Age group Special characteristics Published by Social Media Examiner Publication date May 2015 Original source Social Media Marketing Industry Report 2015, page 27 Website URL

39 References 39 U.S. omnichannel retailer social media tools 2014 Social media and user-generated content tools used by omnichannel retailers in the United States as of 1st quarter 2014 Source and methodology information Notes: Source emarketer; E-Tailing Group Conducted by E-Tailing Group Survey period 1st quarter 2014 Region United States Number of respondents 108 Age group Special characteristics Published by Omnichannel retailers / top 2 boxes of "employ" and "employ and plan to evolve" emarketer Publication date July 2014 Original source Social Commerce Roundup, page 14 Website URL

40 Twitter: likelihood of usage for marketing campaigns Likelihood of Twitter being used for client campaigns according to U.S. ad agencies from 3rd quarter 2009 to 3rd quarter 2012 References 40 Source and methodology information Notes: Source emarketer; Various sources (STRATA) The source does not provide information regarding the number of respondents. Conducted by Various sources (STRATA) Survey period 3rd quarter 2009 to 3rd quarter 2012 Region United States Number of respondents Age group Special characteristics Ad agencies Published by emarketer Publication date December 2012 Original source emarketer.com Website URL

41 References 41 Leading Twitter ad formats in the U.S Leading Twitter ad formats in the United States in 2013 and 2014 Source and methodology information Notes: Source emarketer; RBC Wealth Management; Advertising Age The source does not provide further information on the survey methdology (exact date of survey, type of survey used). The source does not provide information on methodology applied in Multiple answers were possible. Conducted by RBC Wealth Management; Advertising Age Survey period 2013 and 2014 Region United States Number of respondents 2013: n=415, 2014: n=419 Age group Special characteristics Published by emarketer Publication date August 2014 Original source emarketer.com Website URL

42 References 42 Most important social media platforms for B2B and B2C marketers 2015 What is the single, most important social platform for your business? Source and methodology information Notes: Source Conducted by Social Media Examiner Social Media Examiner The source does not provide detailed information regarding the questions. The chosen wording here might therefore differ slightly from the survey. The source does not provide survey date. The date given in the field "survey time period" is the release date. Survey period as of May 2015 Region Worldwide Number of respondents 3,720 marketers Age group Special characteristics Published by Social Media Examiner Publication date May 2015 Original source Social Media Marketing Industry Report 2015, page 29 Website URL

43 Twitter marketing: main goals in the U.S Leading goals of using Twitter as a marketing tool in the United States as of March 2014 References 43 Source and methodology information Notes: Source MarketingCharts; SMMU The source does not provide information on the type of the survey. The source does not provide the study title. Multiple answers were possible. Conducted by SMMU Survey period March 1 to 12, 2014 Region United States Number of respondents 1,112 Age group Special characteristics among respondents using Twitter as a marketing tool Published by MarketingCharts Publication date March 2014 Original source marketingcharts.com Website URL

44 Twitter marketing: greatest challenges in the U.S Brands' greatest challenges to Twitter marketing in the United States as of March 2014 References 44 Source and methodology information Notes: Source MarketingCharts; SMMU The source does not provide information on the type of the survey. The source does not provide the study title. Multiple answers were possible. Conducted by SMMU Survey period March 1 to 12, 2014 Region United States Number of respondents 1,112 Age group Special characteristics among respondents using Twitter as a marketing tool Published by MarketingCharts Publication date March 2014 Original source marketingcharts.com Website URL

45 Worldwide companies that advertise on Twitter in 2010 and 2011 Number of companies worldwide advertising on Twitter in 2010 and 2011 References 45 Source and methodology information Notes: Source emarketer Conducted by emarketer Survey period End of 2010 to June 2011 Region Worldwide Number of respondents Age group Special characteristics Published by emarketer Publication date July 2011 Original source emarketer.com Website URL

46 Twitter: most popular retailers 2014, based on number of followers Most popular retailers on Twitter in 2014, based on number of followers (in millions) References 46 Source and methodology information Notes: Source Internet Retailer Conducted by Internet Retailer Survey period 2014 Region Worldwide Number of respondents Age group Special characteristics Published by Internet Retailer Publication date January 2015 Original source Internet Retailer 2015 Social Media 500, page 34 Website URL -retailers-on-twitter-ranked-by-number-of-followers/

47 Twitter: upstream traffic of most popular retailers 2013 Most popular retailers ranked by Twitter upstream traffic as of August 2013 References 47 Source and methodology information Notes: Based on companies with over 200,000 monthly unique visitors. Source 8thBridge Conducted by 8thBridge Survey period August 2013 Region Worldwide Number of respondents Age group Special characteristics Published by 8thBridge Publication date January 2014 Original source Social Commerce IQ: Retail 2013, page 28 Website URL -retailers-ranked-by-youtube-upstream-traffic/

48 Twitter: number of followers of popular beauty brands 2015 Leading beauty brands with the most followers on Twitter as of May 2015 References 48 Source and methodology information Notes: Source Socialbakers Conducted by Socialbakers Survey period May 2015 Region Worldwide Number of respondents Age group Special characteristics Published by Socialbakers Publication date May 2015 Original source socialbakers.com Website URL

49 Twitter: number of followers of popular apparel brands 2014 References 49 Leading apparel brands with the most followers on Twitter as of July 2014 (in 1,000) Source and methodology information Notes: Source Conducted by Apparel Magazine Apparel Magazine As noted previously, some retailers have multiple store nameplates or brands; some don t. Some do not have a Facebook presence on their corporate site, but have anindividual presence for each brand, while others have a presence for some brands but not others. Survey period 2014 Region Worldwide Number of respondents Age group Special characteristics Published by Apparel Magazine Publication date November 2014 Original source Website URL The Apparel Top 50: Rankings by Social Media Popularity

50 References 50 Effectiveness of Twitter ads in the United States as of May 2013 Do you think Twitter ads such as Promoted Tweets are effective? Source and methodology information Notes: Source AYTM Conducted by AYTM Survey period May 15, 2013 Region United States Number of respondents base: n = 400 Age group 18 years and older Special characteristics Published by AYTM Publication date May 2013 Original source aytm.com Website URL -of-twitter-ads-in-the-us/

51 Twitter brand engagement rate worldwide 2013, by industry Twitter brand engagement rate per tweet worldwide in 2013, by industry References 51 Source and methodology information Notes: Source ExactTarget Conducted by ExactTarget Survey period 2013 Region Worldwide Number of respondents Age group Special characteristics Published by includes paid and organic posts / based on over three million tweets sent through ExactTarget Marketing Cloud ExactTarget Publication date September 2014 Original source exacttarget.com Website URL

52 Twitter's advertising revenue worldwide Twitter's advertising revenue worldwide from 2010 to 2016 (in million U.S. dollars) References 52 Source and methodology information Notes: Source emarketer *Forecast Paid advertising only, excludes spending by marketers that goes toward developing or maintaining a Twitter presence. Figures regardig 2010 and 2011 were taken from previous publications. Conducted by emarketer Survey period 2010 to 2013 Region Worldwide Number of respondents Age group Special characteristics Published by emarketer Publication date March 2014 Original source emarketer.com Website URL

53 Twitter: share of U.S. social network advertising revenue Twitter's social network ad revenue as share of total social network ad revenues in the United States from 2013 to 2017 References 53 Source and methodology information Notes: Source Conducted by emarketer emarketer * Forecast Includes paid advertising within social network sites, social network games and social network applications. Excludes spending by marketers that goes towards developing or maintaining a social network presence. Survey period 2013 to 2014 Region United States Number of respondents Age group Special characteristics Published by emarketer Publication date April 2015 Original source Key Trends in Social Advertising, page 7 Website URL

54 Twitter: global mobile internet advertising revenue Worldwide mobile internet advertising revenue of Twitter from 2012 to 2014 (in million U.S. dollars) References 54 Source and methodology information Notes: Source emarketer * Forecast. Revenues may come from inventory purchased via ad networks (such as Millennial Media or iad); ad spending on tablets is included; excludes SMS, MMS and P2P messaging-based advertising. Conducted by emarketer Survey period 2012 to 2013 Region Worldwide Number of respondents Age group Special characteristics Published by emarketer Publication date June 2014 Original source emarketer.com Website URL

55 Twitter: share of U.S digital display ad revenues Net digital display ad revenues of Twitter as percentage of total digital display ad revenues in the United States from 2013 to 2017 References 55 Source and methodology information Notes: Source Conducted by emarketer emarketer * Forecast. Includes advertising that appears on desktop and laptop computer as well as mobile phones and tablets. Net ad revenues after companies pay traffic acquisition costs (TAC) to partner sites. Includes banner ads and other (static display ads such as Facebook's News Feed Ads and Twitter's Promoted Tweets), rich media, sponsorships and video. Survey period 2013 to 2014 Region United States Number of respondents Age group Special characteristics Published by emarketer Publication date March 2015 Original source emarketer.com Website URL

56 Twitter: U.S. mobile advertising revenue Twitter's mobile advertising revenue in the United States from 2012 to 2015 (in million U.S. dollars) References 56 Source and methodology information Notes: Source emarketer * Forecast. Revenues may come from inventory purchased via ad networks (such as Millennial Media or iad); ad spending on tablets is included; excludes SMS, MMS and P2P messaging-based advertising. Conducted by emarketer Survey period 2012 Region United States Number of respondents Age group Special characteristics Published by emarketer Publication date June 2013 Original source emarketer.com Website URL

57 Twitter: U.S. desktop advertising revenue Twitter's desktop advertising revenue in the United States from 2012 to 2015 (in million U.S. dollars) References 57 Source and methodology information Notes: * Forecast. Source emarketer Conducted by emarketer Survey period 2011 and 2012 Region United States Number of respondents Age group Special characteristics Published by net ad revenue after paying traffic aquisition costs (TAC) to partner sites emarketer Publication date June 2013 Original source emarketer.com Website URL

58 Global social networks ranked by number of users 2015 Leading social networks worldwide as of August 2015, ranked by number of active users (in millions) References 58 Source and methodology information Notes: Source Conducted by Facebook; We Are Social; WhatsApp; Twitter; Tumblr; LinkedIn; Google We Are Social; IAB Singapore; WhatsApp; Tumblr; LinkedIn; Google *LinkedIn = unique visiting members, not total members. Most recent user data in company statements, correct as of August 01, Survey period as of August 1, 2015 Region Worldwide Number of respondents Age group Special characteristics Published by Social networks and messenger/chat app/voip included We Are Social; IAB Singapore Publication date August 2015 Original source Global Digital Statshot August 2015, page 4 Website URL

59 References 59 Twitter: number of worldwide users Number of Twitter users worldwide from 2012 to 2018 (in millions) Source and methodology information Notes: * Forecast. Source emarketer Conducted by emarketer Survey period 2012 to 2013 Region Worldwide Number of respondents Age group Special characteristics Published by emarketer Publication date May 2014 Original source emarketer.com Website URL

60 Twitter: share of teenage users in selected countries October 2013 Teenagers as percentage of active Twitter users in selected countries as of October 2013 References 60 Source and methodology information Notes: Source PeerReach Conducted by PeerReach Survey period October 2013 Region Worldwide Number of respondents Age group years Special characteristics Published by PeerReach Publication date November 2013 Original source blog.peerreach.com Website URL

61 References 61 Twitter: regional user distribution Distribution of Twitter users worldwide from 2012 to 2018, by region Source and methodology information Notes: Source emarketer * Forecast. **Excluding China. Internet users who access their Twitter account via any device at least once per month. Numbers may not add up to 100 percent due to rounding. Conducted by emarketer Survey period 2012 to 2013 Region Worldwide Number of respondents Age group Special characteristics Published by emarketer Publication date May 2014 Original source emarketer.com Website URL

62 Twitter brand content retweets worldwide 2013, by industry and content type Number of brand content retweets worldwide in 2013, by industry and content type References 62 Source and methodology information Notes: Source ExactTarget Conducted by ExactTarget Survey period 2013 Region Worldwide Number of respondents Age group Special characteristics Published by includes paid and organic posts / based on over three million tweets sent through ExactTarget Marketing Cloud ExactTarget Publication date September 2014 Original source exacttarget.com Website URL

63 References 63 Twitter brand content replies worldwide 2013, by industry and content type Number of brand content replies worldwide in 2013, by industry and content type Source and methodology information Notes: Source ExactTarget Conducted by ExactTarget Survey period 2013 Region Worldwide Number of respondents Age group Special characteristics Published by includes paid and organic posts / based on over three million tweets sent through ExactTarget Marketing Cloud ExactTarget Publication date September 2014 Original source exacttarget.com Website URL

64 References 64 Reasons U.S. customers stop following brands on Twitter Reasons U.S. customers stop following brands on Twitter in 2011 Source and methodology information Notes: Source ExactTarget The source does not provide any information regarding the number of respondents or the exact date of the survey. Conducted by ExactTarget Survey period 2011 Region United States Number of respondents Age group Special characteristics Published by ExactTarget Publication date February 2011 Original source The Social Break-up, page 16 Website URL