Is it just me , or is it weird when people talk about a product that is taking the world by storm but they don’t have any local consumption numbers around it.
That seems to be the case with Twitter in this market … ‘yeah it’s massive, we should be on it’ is the call … but generally it’s not backed up by usage numbers, patterns etc.
So here you go – I’ve looked into trusty Nielsen Netview and gotten some lukewarm, mushy facts around some key areas
– How many people are using the product?
– How long are they spending per month on it?
– How often do they return
– What is their key demographic?
– How many people are using the product? 4.7m people in AU
– How long are they spending per month on it? 3 hours, 50 minutes
– How often do they return. Over 14 times a month
– What is their key demographic? 32% of Facebook users are aged 25-34
– How many people are using the product? 1.9m people in AU
– How long are they spending per month on it? 55 minutes
– How often do they return. 5.6 times a month
– What is their key demographic? 28.5% of myspace users are aged 12-17
– How many people are using the product? 780,000 people in AU
– How long are they spending per month on it? 10 minutes
– How often do they return. 3.6 times a month
– What is their key demographic? 36% of Twitter users are aged 35-49
Ok so what are my takeouts.
1/ Facebook is huge. Despite some whinging about the new interface time spent per month keeps increasing. The usage patterns around this property are phenomenal. It’s a shame the digital strategist types have jumped onto a new wagon (Twitter) as Facebook is surely worth further investigation
2/ Twitter is growing, sure, but lets be realistic here. Users are spending around 10m a month with the product – hardly earth shattering. And most return on average just over 3 times a month … again, very low for a so-called micro-blogging service (I’d assume active users would be on multiple times a day not multiple times a month). Before anyone trips me up, yes I am aware that this doesn’t include products like Tweetdeck etc … anyway, having 1/2/3m users doesn’t mean anything really unless you can commercialise it. Look at Facebook and myspace.
3/ Lets look back in time a little. Remember 2004-2005. Myspace was growing at 30-50% a month for an extended period. Engagement was growing too. It was considered that it would become almost a web replacement and marketing purposed web pages would be custom profiles. At the time it was beyond earth shattering and the so-called ‘future of media’ because most of us didn’t understand it. ‘Traditional’ media couldn’t stop covering it – CNN/Fox News/Comedy shows/SNL … now look at it.
4/ Twitter is for older people. 12-24 yo’s only make up just under 20% of Twitter’s audience … compared to 23% of Facebook and 43% of Myspace. Is it a coincidence that over 60% of twitter users are over 35 … and most of the Twitter cheersquad (ie it’s going to change everything) are also over 35 or fast approaching?