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New Study on Twitter: Primary #Mobile Users are 63% More Likely to Click on Links

Image source: Shutterstock.com

Twitter recently published results to their new Compete study: Primary mobile users on Twitter. Twitter worked with Compete to draw insight on how mobile Twitter users in the U.S. engage with the platform.

Here are seven stats to know from the study:

1)   60% of Twitter’s 200 million active users log in via a mobile device at least once every month.

2)   Compete found that 18 to 34 year olds are 52% more likely to be logging into Twitter primarily via a mobile device.

  • Insight from Twitter: Who you follow is also a strong indicator of what you care about.

3)   Twitter users are 3x more likely to use Twitter during their commutes.

 Image Source: Advertising.Twitter.com

4)   Social TV and Twitter inside the home. 66% use Twitter in front of the TV at home. Primarily mobile users are 32% more likely than the average Twitter user to use the platform while they are watching television.

5)   Primary mobile users are 63% more likely to click on links, 78% more likely to retweet, and 85% more likely to favorite a tweet.

6)   The study found that primarily mobile Twitter users are 2x as likely to use Twitter when they are out with friends.

  • Quick insight for the marketer: According to this study, campaigns should encourage Twitter engagement with friends in close proximity.

7)   The average Twitter user follows five or more brands. Users who primarily access Twitter on mobile are 96% more likely to follow 11 or more brands. They are also 58% more likely to recall seeing an ad on Twitter than the average Twitter user.

Image Source: Advertising.Twitter.com

As mobile users become more attached to their devices (57% of primary mobile users are less likely to use Twitter on desktop), advertisers should not attempt to force a desired behavior, but focus campaigns on behavior that’s currently transpiring.

Click here to read the full study along with advertising insights from Twitter.

For more social media innovation, check out what we have in store next week at Social Media Week. To kick us off, David Karp, Founder and CEO, Tumblr, will be joining John Bell, Global Managing Director, Social@Ogilvy, in a conversation about the future of Tumblr in advertising.