Many Twitters are quick quitters, finds study
Wednesday 29 April 2009
Today's Twitters are often tomorrow's quitters, according to data that questions the long-term success of the latest social networking sensation used by celebrities from Oprah Winfrey to Britney Spears.
Data from Nielsen Online, which measures internet traffic, found that more than 60 per cent of Twitter users stopped using the free social networking site a month after joining.
"Twitter's audience retention rate, or the percentage of a given month's users who come back the following month, is currently about 40 per cent," David Martin, Nielsen Online's vice president of primary research, said in a statement.
"For most of the past 12 months, pre-Oprah, Twitter has languished below 30 per cent retention."
San Francisco-based Twitter was created three years ago as an internet-based service that could allow people to follow the 140-character messages or "tweets" of friends and celebrities which could be sent to computer screens or mobile devices.
But it has enjoyed a recent explosion in popularity on the back of celebrities such as actor Ashton Kutcher and US talk show host Oprah Winfrey singing its praises and sending out "tweets" which can alert readers to breaking news or the sender's sometimes mundane activities.
President Barack Obama used Twitter during last year's campaign and other prominent celebrities on Twitter include basketballer Shaquille O'Neal and singers Britney Spears and Miley Cyrus.
Twitter, as a private company, does not disclose the number of its users but according to Nielsen Online, Twitter's website had more than 7 million unique visitors in February this year compared to 475,000 in February a year ago.
But Martin said a retention rate of 40 per cent will limit a site's growth to a 10 per cent reach figure over the longer term.
"There simply aren't enough new users to make up for defecting ones after a certain point," he said in a statement.
Martin said Facebook and MySpace, the more established social network sites, enjoyed retention rates that were twice as high and those rates only rose when they went through their explosive growth phases.
Both currently have retention rates of about 70 per cent with Facebook having about 200 million users.
"Twitter has enjoyed a nice ride over the last few months, but it will not be able to sustain its meteoric rise without establishing a higher level of user loyalty," said Martin.
EastEnders Christmas specials are known for their shouty, over-the-top soap drama but tonight the show has done itself proud thanks to Danny Dyer.
Life & Style blogs
Planes go hybrid-electric in important step to greener flight
Victoria Beckham's clothing sales double to £30 million in one year
GTA 5: Christmas arrives in Los Santos as update brings snowball fights, festive jumpers and a homing missile launcher
'Tis the season!: Google celebrates Christmas Eve with second animated Doodle
Christmas 2014: Jesus was not born in a stable, says theologian
Nigel Farage defends Kerry Smith 'ch***y' comment: 'If you are going for a Chinese, what do you say you’re going for?'
British actor Idris Elba cannot star as James Bond because he is black, says shock jock Rush Limbaugh
Rozanne Duncan: Ukip expels councillor for 'jaw-dropping' comments made in BBC TV interview
Germany anti-Islam protests: 17,000 march on Dresden against 'Islamification of the West'
Ukip member gets into Christmas spirit with Union Flag plea to Santa 'for our country back'
Panic Saturday: 13 million Britons spend £1.2bn – while 13 million others across the country live in poverty unable to afford food
- 1 Planes go hybrid-electric in important step to greener flight
- 2 Antonio Martin shooting: Police and protesters clash over teenager's death just five miles from Ferguson, Missouri
- 3 Northern Lights above Britain: Stunning Aurora Borealis illuminates Northumberland sky on Christmas Eve
- 4 British actor Idris Elba cannot star as James Bond because he is black, says shock jock Rush Limbaugh
- 5 Hip hop is both racial and political, and for Iggy Azalea to suggest otherwise is insulting
iJobs Gadgets & Tech
£35000 - £45000 per annum: Ashdown Group: Moodle Developer (PHP ,Linux, Apache...
£17000 - £30000 per annum: Recruitment Genius: This is a fantastic opportunity...
£21000 - £26000 per annum: Recruitment Genius: This Award-winning pharma softw...
£30000 - £45000 per annum: Recruitment Genius: A Senior Java Developer is requ...