Twitter Looks At The Brand Effect
Twitter has released some new research about the influence of TV and brand-related tweets on consumer behavior. The study was done in partnership with the Advertising Research Foundation, Fox, and DB5. It sought to find how exposure to brand mentions in tweets affect the actions of consumers both online and off.
The organizations combined survey responses with behavioral data “to allow for rigorous analysis and cross-checking of results.”
“First, we intercepted a random sample of people within 24 hours of primetime presence on Twitter (“presence” defined as logged into Twitter during primetime TV hours),” explains Twitter Head of Research, East, Anjali Midha. “No screening questions were used; we just wanted to talk to people who like using Twitter during the time when TV is most relevant.”
“We recruited a representative sample of over 12,000 people: male and female Twitter users, across all age groups and devices, including mobile and desktop,’ Midha adds. “We then appended Twitter behavioral data to the results.”
The findings are what you see here:
It all boils down to Twitter being good for brands (I know, hard to believe from a Twitter-commissioned study, right?). The company’s main takeaways are that brands are “integral” to regular conversation on Twitter, that consumers take action both online and off after seeing brands mentioned in tweets, and the source of the tweet containing a brand mention affects consumer actions.
As businesses struggle with their Facebook strategies, some are no doubt trying to get more out of Twitter, so these are all helpful points to consider.
Image via Twitter
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