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Twitter’s Tweet Smell Of Success

March 18, 2009

Michelle McGiboney, Nielsen Online

Twitter.com continues to grow in popularity and importance in both the consumer and corporate worlds. No longer just a platform for friends to stay connected in real time, it has evolved into an important component of brand marketing. Unique visitors to Twitter increased 1,382 percent year-over-year, from 475,000 unique visitors in February 2008 to 7 million in February 2009, making it the fastest growing site in the Member Communities category for the month.  Zimbio and Facebook followed, growing 240 percent and 228 percent, respectively.

Fastest Growing Member Community Destinations in February 2009

RANK Site Feb 08 Feb 09 % growth
1 Twitter.com 475,000 7,038,000 1382%
2 Zimbio 809,000 2,752,000 240%
3 Facebook 20,043,000 65,704,000 228%
4 Multiply 821,000 2,394,000 192%
5 Wikia 1,381,000 3,758,000 172%
source: Nielsen NetView, 2/09, U.S., Home and Work

Twitter Most Popular Among Working Adults

Twitterers (a.k.a. Tweeters) are not primarily teens or college students as you might expect. In fact, in February the largest age group on Twitter was 35-49; with nearly 3 million unique visitors, comprising almost 42 percent of the site’s audience. We found that the majority of people visit Twitter.com while at work, with 62 percent of the combo unique audience accessing the site from work only versus 35 percent that accessed it from home only.

Unique Visitors to Twitter.com by Age Demographic

Age Group Unique Audience Composition %
2-17 250,000 3.6
18 – 24 ** **
25 – 34 1,379,000 19.6
35 – 49 2,935,000 41.7
55+ 1,165,000 16.6
65+ 477,000 6.8
source: Nielsen NetView, 2/09, U.S., Home and Work
**These demographics have insufficient sample sizes

Twitter On The Move

PC Web usage of Twitter.com doesn’t tell the whole story. The ability to twitter via a mobile phone-whether through the mobile Web or via text messages-is a driving factor in the social network’s success. In January, 735,000 unique visitors accessed the Twitter Web site through their mobile phones. The average unique visitor went to Twitter.com 14 times during the month and spent an average of seven minutes on the site.

Finally, text messaging offers a third platform for consumers and businesses alike to take part in the twitter craze. In the last quarter of 2008, 812,000 unique users sent or received Twitter text messages from AT&T or Verizon cell phones. There was an average of nearly 240 tweets per person for the quarter.

It will be interesting to watch the evolution of Twitter as it continues to gain momentum. In an unstable economy, it might prove to be an economical and important part of an employer’s marketing strategy that helps to keep consumers aware of and connected to their brand.

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    I found your blog on Google. I’ve bookmarked it and will watch out for your next blog post.

  • http://heatherwestpr.wordpress.com/2009/04/26/so-called-social-media-twitter/ So Called “Social Media” – Twitter « HeatherWestPR blog
  • http://blog.spot.us/2009/04/26/city-government-20/ City Government 2.0? « Spot Us – “Community Funded Reporting”

    [...] to statistics published on the Nielsen Online blog, unique Twitter visitors increased by over 1,000 percent from 2008 to 2009, an incredible rate of [...]

  • http://geoffnorthcott.com/blog/2009/04/twitter-vs-myspace-vs-facebook-buzz-showdown/ Twitter vs Myspace vs Facebook: Buzz SHOWDOWN » *supercollider

    [...] starters it’s the growth rate. Twitter grew a staggering 1382% in the U.S. last year. Even more scary, traffic to Twitter.com nearly doubled in March [...]

  • http://thefutureofpublishing.com/blog/2009/04/twitter-use-exploding/ Thad McIlroy – Future Of Publishing

    [...] a March 18th blog entry on Nielsen.com titled “Twitter’s Tweet Smell Of Success,” the full extent of [...]

  • http://fastwonderblog.com/2009/04/27/social-media-users-are-older-and-more-business-like-than-you-think/ Social Media Users Are Older and More Business-Like Than You Think at Consulting, Online Communities, and Social Media: Fast Wonder Blog

    [...] According to Nielsen, Twitter is growing rapidly and people using Twitter tend to trend older than you might expect with 35 – 49 year-olds making up almost 42% of the traffic to Twitter.com. [...]

  • http://subcatmarketing.com/?p=109 Teens and College Students Ignoring Twitter | Subcat Marketing

    [...] Nielsen NetView report (also for February 2009) found that Twitter users, ages 2 – 17, only comprised 3.6 percent of the [...]

  • http://apurvaab.wordpress.com/2009/05/01/what-next-on-twitter-to-entice-all-of-us/ What Next on Twitter to Entice all of us? « Apurvaab’s Blog on Online Marketing

    [...] 1, 2009 · No Comments A new survey report by Nileson (March,09) confirmed what we all knew that Twitter is at the top of five fastest social networking [...]

  • https://addons.mozilla.org/en-US/firefox/user/4716204 HoillVal

    hm… cognitively ))

  • http://andrewjuderajanathan.wordpress.com/2009/05/04/twitter-new-development/ Twitter – new development « iambidextrous.com

    [...] success over the past year. With a population of 6 million, its monthly growth rate, according to Nielsen, is 1,382% against Facebook’s 228% [...]

  • http://www.o2smedia.com/twitter-stats-based-on-nielsencom/2009/05/04 Twitter Stats based on nielsen.com | O2S Media
  • http://www.hiperw.com/?p=103 Apple perto de comprar Twitter – HIPERW

    [...] dados divulgados pela Nielsen, o Twitter apresentou um crescimento de [...]

  • http://symbioticsolutions.wordpress.com/2009/05/10/five-reasons-to-join-the-tweet-wagon/ Five Reasons to Join the Tweet Wagon « Symbiocracy

    [...] to a recent nielsen wire article, “Twitter’s Tweet Smell of Success,” written by Michelle McGiboney, Twitter has grown 1,382% from February of 2008 to February of [...]

  • http://webismo.wordpress.com/2009/05/11/1-milhao-de-followers/ 1 milhão de followers? « Webismo

    [...] da Nielsen Online, que em Fevereiro apontava um aumento de utilização de 1000% ao ano do Twitter.com, confirmam que 60% dos inscritos desistem no primeiro mês de uso da [...]

  • http://www.veritee.co.uk Janet Helft

    Interesting statistics, but what does it mean for business? Some people ‘get’ Twitter and others don’t. There are also other statistics that say a lot of people lose interest after a month because they don’t ‘get it’. How do you distinguish between people who use it to tell everyone what they had for breakfast versus those who broadcast value-adding information and achieve great success for their business?

  • http://www.staffbytes.com/357/twitter-is-changing-the-world/ StaffBytes – A Roadmap for the Recruiting Industry » Blog Archive » Twitter is Changing the World

    [...] Twitter is a growing community. 1,382% percent spike in unique visitors to Twitter from February ‘08 to February ‘09. I predict at some [...]

  • http://jcsistaffing.wordpress.com/2009/05/16/more-on-the-influence-of-twitter/ More on the Influence of Twitter « JCSI Blog

    [...] of Twitter Posted on May 16, 2009 by Brian Cavoli There are many studies about the amazing growth of Twitter, but it is more interesting to see how the influence of Twitter is changing business. Here is [...]

  • http://honestholly.com/what-is-twitter-why-you-need-it/ What is Twitter & Why You Need It | Work From Home

    [...] If you’re new here, you may want to subscribe to my RSS feed. Thanks for visiting! // Twitter is a free micro-blogging tool that is revolutionizing businesses and the way Internet Marketers function online. Micro-blogging is a form of posting short messages or updates (to include: text, images or media) to a social networking website. In March 2009, Twitter had a growth of 1382%, Zimbio had a growth of 240%, followed by Facebook with a growth of 228%, according to Nielsen Wire. [...]

  • http://www.joewilcox.com/2009/05/is-twitter-replies-change-ashton-kutchers-fault/ Is Twitter @replies Change Ashton Kutcher’s Fault? « Joe Wilcox

    [...] Twitter’s scaling situation? Analysts and pundits have calculated Twitters scale by rapid growth in subscribers, up 1,382 percent year over year in March, according to Nielsen Online. Subscribers rose to more [...]

  • http://impactsocialmedia.com/wordpress/uncategorized/twitter-is-most-popular-among-working-adults/142 Twitter users are adults not kids | Impact Social Media

    [...] and others are for kids? Many small business owners do and think that they should stay away. But a recent Neilsen study of Twitter uncovered: Twitterers (a.k.a. Tweeters) are not primarily teens or college students as you might [...]

  • http://startfacebook.com/twitters-suggested-users-list-growing-influence-through-audience/ Twitter’s suggested users list – growing influence through audience | Start FaceBook

    [...] Twitter’s popularity has grown by leaps and bounds (1382% year-over-year), so has the effect of being on the list. According to sociologist Liz Pullen, the top 20 fastest [...]

  • http://www.briansolis.com/2009/03/twitter-and-social-networks-usher-in-a-new-era-of-social-crm/ Twitter and Social Networks Usher in a New Era of Social CRM | PR2.0

    [...] Nielsen’s analysis, Twitter growth has skyrocketed by almost 1,400% in just one year and projections predict [...]

  • http://blog.peoplefinders.com/2009/06/18/the-social-networking-conundrum/ The Social Networking Conundrum « Anyone, Anywhere

    [...] a staggering 1,382 percent growth rate, and Neilsen places the site distinctly in the #1 spot for fastest growing social network of 2009. It seems everyone from the biggest celebrity to the new kid in town is sending tweets to anyone [...]

  • http://www.all-you.co.cc/how-twitter-is-teaching-business-the-lost-art-of-conversation/ How Twitter is Teaching Business the Lost Art of Conversation | ALL – YOU

    [...] Here are some recent stats about the micro-blogging site from Nielsen: [...]

  • http://udovision.wordpress.com/2009/06/25/it-only-takes-one/ It Only Takes One… « Udovision

    [...] and by May 2007 the company was incorporated.  According to an article March 18th, 2009 Posted in Nielsen News Twitter has 7,038,000 users as of Feb 2009 .  This sounds like an idea that reached critical mass [...]

  • http://www.worx.at/blog/?p=52 Be different. It worx. » Blog Archiv » Wie alt ist das Web?

    [...] einfache Nutzung von Twitter über das Mobiltelefon macht den Erfolg der Plattform aus. (Quelle: The Nielsen Company, Alle Zahlen für U.S. [...]

  • http://theclickchronicles.wordpress.com/2009/07/18/twitter-does-not-smell-like-tween-spirit/ twitter does not smell like tween spirit « the click chronicles

    [...] The largest age group on Twitter is 35-49, according to a February 2009 Neilson [...]

  • http://mystationone.com/index.php/2009/08/twitter/ Twitter « StationOne Entertainment
  • http://blog.pchelps.com/2009/08/social-media-the-elephant-in-the-room/ PC Helps Online » Social Media: The Elephant in the Room

    [...] to a Nielsen report published in February 2009. **In a survey conducted by security firm Sophos, 50 percent of [...]

  • http://rubir.wordpress.com/2009/08/17/second-draft-tweeting-in-latin-america/ Second Draft: Tweeting in Latin America «

    [...] (29) Nielsen’s Statistics on Twitter:  http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success/ [...]

  • http://www.med20.com/blog/2009/08/pharma-twitterama-exlporing-the-use-of-twitter-in-pharma-and-healthcare/ Med 2.0 » Blog Archive » Pharma Twitterama: Exlporing the Use of Twitter in Pharma and Healthcare

    [...] and Facts About Twitter- Compete.com: Twitter’s Massive 2008, Neilsen: Twitter’s Tweet Smell of Success- Sysomos: An In-Depth Look Inside the Twitter [...]

  • http://rubir.wordpress.com/2009/08/25/tweeting-in-latin-america-2/ Tweeting in Latin America «

    [...] (29) Nielsen’s Statistics on Twitter:  http://blog.nielsen.com/nielsenwire/online_mobile/twitters-tweet-smell-of-success/ [...]

  • http://elephantear.wordpress.com/2009/08/30/sunday-morning-twits/ Sunday Morning Twits «

    [...] seeking out statistics for this post I noticed that the latest Neilsen report states that Twitter is enjoying a 1382% monthly growth… back in February 2009 – [...]

  • http://worshipway.com/2009/08/church-2-0-an-intro-to-web-social-media/ Church 2.0: An Intro To Web Social Media | worshipway.com | Church Technology and Worship

    [...] In fact their hits have climbed some 1,382 percent in from February 2008 to February 2009. Neilsen reports that in the month of February of this year alone some 7 million people visited twitter and the largest age demographic is middle aged adults. (3) [...]

  • http://lauraclick.com/2009/09/top-six-reasons-to-try-twitte/ Top Six Reasons to Try Twitter

    [...] though there are more than 7 million twitter users (as of February 2009), there are still many who have yet to sign on. I’ve had numerous [...]

  • http://metrowestmarealestate.blogspot.com massachusettsrealestate

    Working as a Realtor, I have found Twitter to be a decent networking tool. In comparison to Facebook as a networking tool I prefer Facebook. Twitter does however provide interesting links on topics that I like to follow such as SEO. This is my 1st time visiting your blog. I like the design and layout…nice work!

  • http://zig7.com/the-day-the-twitter-tv-show-died/ The Day the Twitter TV Show Died

    [...] overwhelming increase in subscribers over the last year (up 1382% according to Nielsen) has led to people  musing if Twitter’s infrastructure  can handle the traffic. Since [...]

  • http://evilgeniusmarketing.wordpress.com/2009/09/22/the-3-reasons-radio-fails-social-media/ The 3 Reasons #Radio #FAILS #Social Media « Musings of An Evil Genius

    [...] Go look at the cold hard facts.. http://www.quantcast.comhttp://www.nielsen.com .  And read this . [...]

  • http://evilgeniusmarketing.ca/?p=296 The 3 Reasons #Radio #FAILS #Social Media | Evil Genius Marketing

    [...] Go look at the cold hard facts.. http://www.quantcast.comhttp://www.nielsen.com .  And read this . [...]

  • http://frontpagetweet.wordpress.com/2009/09/24/how-does-twitter-become-mainstream-news/ How does Twitter become mainstream news? « Front Page Tweet

    [...] begin with a question, how does Twitter become mainstream news? By Twitter, I am referring to the fastest growing social networking site of 2009, and by mainstream, I refer to the dominant traditional media [...]

  • http://socialmediabear.wordpress.com/2009/09/29/what%e2%80%99s-all-this-talk-about-social-media-what-can-it-do-for-my-business/ What’s all this talk about social media? What can it do for my business? « SocialMediaBear

    [...] Michelle (2009-03-18). “Twitter’s Tweet Smell of Success“. Nielsen. Retrieved on [...]

  • http://barefootmeg.multiply.com barefootmeg

    woot! 192% growth for Multiply.com.

    my mom has joined both multiply and twitter, but she comes back to multiply fairly regularly. i’ve never seen her on twitter since the day she joined.

  • http://www.socialmachinery.com/2009/10/08/social-media-in-malaysia/ Social networking and social media in Malaysia 2009 | Social Machinery

    [...] is reaching about 20 Million users and growing at a rate of 1000% year to year according to Nielsen and social networking becoming more relevant than email at least for 68%  of  internet users. [...]

  • http://blog.benjaminr.info/2009/10/social-network-stats-for-2009/ blog.benjaminr.info :: Uncategorized :: Social Network Stats for 2009

    [...] Unique visitors to Twitter increased 1,382 percent year-over-year, from 475,000 unique visitors in February 2008 to 7 million in February 2009, making it the fastest growing site in the Member Communities category for the month, Nielsen, March [...]

  • http://www.socialsyrup.com/social-media/twitter-is-lame/ Twitter is lame | Social Syrup

    [...] about the competition.  However, after digging a little deeper it appears that reports from Nielson also support these results. Despite it’s phenomenal growth over the last 12 months Twitter [...]

  • http://developies.wordpress.com/2009/10/17/facts-about-twitter/ Facts about Twitter « Developer

    [...] Twitter’s Tweet Smell of Success [...]

  • http://vegas-times.com/blogs/jessica/2009/10/27/google-is-your-resume-and-possibly-your-criminal-record/ Journalism Reborn » Blog Archive » Google is Your Resume… and Possibly Your Criminal Record

    [...] Over 149 billion youtube videos were viewed in 2009 alone (youtubereport2009.come).  Facebook has over 300 million active users in over 70 languages with the fastest growing demographic over 35 (Facebook press).  Twitter increased 1,382 % between 2008 and 2009 from 475,000 users to 7 million making it the fastest growing community (niesonwire.com). [...]

  • http://www.vogelsocialmedia.com/all-facebook-posts/comparing-googlefacebooktwitter/ Comparing Google, Facebook & Twitter | Vogel Social Media

    [...] Twitters Tweet Smell Of Success [...]

  • http://archivemediapartners.com/AMPed/social-media/twitter-tools/ Twitter Tools | Archival Media Preservation

    [...] is this widget important? With Twitter having grown over 1000% in the last year, everyone and everything is on Twitter from national news networks, companies and [...]

  • http://passitonmedia.co.uk/blog/2009/11/social-media-measurements/ Pass It On Media – Social Media Measurements

    [...] newer branches stemming off of each other, creating an ever expanding web of social connections. In the past year Twitter has grown over 1,000 percent and Facebook has increased 228 percent. With growth figures such as this it is hard to ignore the immense power that social media holds for [...]

  • http://grassrootspowered.com/index.php/2009/12/07/social-networking-statistics-for-2009/ Social Networking: Statistics for 2009 « Grassroots Media

    [...] Nielsen Online, March 2009 [...]

  • http://goso.com/blog/2009/12/twitter-how-do-you-do/ Twitter, How Do You Do? | GOSO

    [...] has taken over the world of popular culture and social media. From February 2008 to February 2009, Twitter’s membership grew 1382%. As you can see, the eyeballs are looking to Twitter and your dealership should too! It is a free and [...]

  • http://3rdidea.com/inspiration/2009/12/10/social-media-business-common-concerns-and-objections/ Social Media & Business: Common Concerns and Objections |

    [...] to NielsenWire, when it comes to Twitter: Twitterers (a.k.a. Tweeters) are not primarily teens or college students [...]

  • http://cupofbuzz.wordpress.com/2009/12/16/2010-predictions-in-new-media/ 2010 Predictions in New Media « Cup of Buzz

    [...] who ran a ground-breaking online campaign to social platforms such as Twitter and Facebook, exploding with year-over-year growth numbers, 2009 was quite a year for new [...]

  • http://wikiangela.com/blog/end-of-2009/ WikiAngela » End of 2009

    [...] was a good year for Wikia, starting in March with Nielsen’s report that Wikia is the 5th fastest-growing online [...]

  • http://angtim.com/76/ Angela and Tim » Blog Archive

    [...] was a good year for Wikia, starting in March with Nielsen’s report that Wikia is the 5th fastest-growing online [...]

  • http://www.primerealadstate.com/ Social Networking

    Twitter has indeed proven to be the latest and fastest way to get a message across to the masses. Corporate America, Music Artists and even politicians are using it as a means to reach the people directly without the need to call for a Press Conference. It makes me wonder… Will it eventually hurt newsrooms? Or will more newsrooms pick up on using it?

  • http://clinicalposters.com/news/2010/ heardsilence

    @Library Voice: There is obviously a market for mature users. Interests differ. One could turn the table in a derogatory manner and say FB is for kids.

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