A new study by Twitter found that those who use the platform primarily via mobile tend to be more engaged than the average Twitter user. While 60% of Twitter’s 200 million active users access the service through mobile at least once per month, the “mobile-first” users are on the platform more often, interact more with tweets and follow more brands.
Twitter Usage: Where and When
Twitter’s mobile-first users are 57% less likely to use Twitter on the desktop than the average user, but they are on Twitter more often: mobile-first users are 86% more likely to be on Twitter several times per day. And mobile phones aren’t the only form of access for primary mobile users; 15% use tablets.
Twitter offers some impressive stats on how often primary mobile users access the platform each day. They are 157% more likely to use Twitter when they wake up, and 129% more likely to use Twitter when going to sleep. Mobile-first users are 3X more likely to use Twitter during their commutes, and 160% more likely to use the platform at their destination.
Mobile-first users also engage heavily with the platform during their social time: they are twice as likely to use Twitter when they are out with friends, 169% more likely to use Twitter while shopping, and 301% more likely to use Twitter before and after attending a movie than the average Twitter user. And 62% of mobile Twitter users communicate with people near them via Twitter.
Twitter’s primary mobile users don’t stop using the service at home; 66% use Twitter in front of the TV at home, and mobile-first users are 32% more likely than the average Twitter user to use the platform while they are watching television.
Demographics
The gender breakdown is fairly even, but a younger crowd dominates Twitter’s primary mobile users: the study revealed that 18 to 34 year-olds are 52% more likely to be logging into Twitter primarily via a mobile device.
Engagement
- 57% more likely to compose original Tweets than the average Twitter user
- 63% more likely to click on links
- 78% more likely to retweet
- 85% more likely to favorite a tweet
- more likely to engage with brands: while the average Twitter user follows five or more brands, mobile-first users are 96% more likely to follow 11 or more brands
- 58% more likely to recall seeing an ad on Twitter than the average Twitter user
Twitter’s blog post about the study is filled with tips for advertisers on how to engage with this highly mobile audience. As TechCrunch states, “Twitter is clearly looking at increasing its mobile advertising juice, and these numbers provide it with some great ammunition to help with that goal.”
Does your brand have a Twitter presence? Are you marketing toward desktop or mobile users — or both?
