Twitter – flat in AU?

Recent Netview data for June indicates that, according to Nielsen, Twitter dropped 94,000 AU users in June.

In June, the service had 658,000 users. In May it had 752,000. In April, 780,000. In March, 679,000

So in the last 4 months it’s dropped users.

These numbers put it behind Facebook (at around 5.2m) and myspace (around 1.7m). Sure, we all know that it’s not all about user numbers … but user numbers do serve a purpose to show just how many people are particularly interested in the service. And that’s important.

But these users are immersed. They’re loyal and visiting daily. They can’t live without it? Right?


Not really.

The average Twitter user visits the site less than 3 times a month (2.88 … down from 3.01 in May) and spends a total of  8 mins, 31 seconds on the site per month (down from 10m, 44s in May).

The average Facebook user is spending 4 hours, 11 minutes on the site per month.

Don’t get me wrong. I am a fan of Twitter and have used it since May of 2007. I see the value of it both as a tool for inane self commentary and also for some businesses. It’s just sometimes it feels like we’re allocating too much resource and hot air to what seems to be more of a PR pheonomenon than an actual consumer one.


3 responses to “Twitter – flat in AU?

  1. Ben – many brands spend lots of time and resources on the next best thing and will continue to do so. Knee jerking is a natural reaction.

  2. Jemma Enright

    Hey Ben. You raise an interesting point here because I think we are all guilty at times of over-emphasising the hot agenda.

    Twitter has just been through a PR dream. Celebrities, celebrity deaths, fake celebrity deaths… have all brought in a bunch of inquisitive folk to the fold. I think we’re seeing a drop off from the those who haven’t yet discovered how it works for them and fits into their portfolio of social networks.

    I wonder what the statistics are on access (to Twitter and other social sites) from other platforms, like tweetdeck and mobile etc. Do you know if these are included? While I don’t doubt the “flatness”, I think Twitter is a better experience accessed elsewhere. Maybe there is something in this when we look at audience trends in the future. Status aggregation too might affect our ability to truly see the take up of new social sites like Twitter.

    I think we will see some more natural, non-PR driven growth of Twitter as more and media outlets and (dare I say) brands use it to converse with their audience and deliver them rewards.

    Thanks for keeping us on the ground with some stats.

  3. I agree with Angus (although on pure user numbers I’d also point to that stat floating around last week that only 20% of Twitter usage happens on site and therefore trackable by services like Nielsen, with the rest happening via the apps) – technological determinism is certainly as pervasive in marketing as anywhere else…

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