Twitter has been getting some serious love in the mainstream press lately and continues to grow at an amazing rate, but, I came across an astonishing analysis this week: Twitter only has a retention rate of 40% according to Nielsen Online.
eMarketer carried an article this week titled Beware the Twitter Flitterers that exposed this problem. It also included another surprise: Growth is being driven not by the usual 18-24 age group but by the three groups between 25 and 54 years old (25-34, 35-44 and 45-54).
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The purpose of twitter was not clear to me at the beginning. I signed up for twitter months before I went back to use the service. Once it made sense to me, I started using the service more frequently.
Twitter is so simple that if you don’t like it instantly then there is no real reason to stay on. It won’t grow on some people like a social network with tons of features.
@Owen, so true. As I’ve told some friends of mine, it’s not for everybody.When they ask me what I use it for…I say to discover and share information that I find valuable.
This study is interesting. I think the skew toward middle-aged users has to do with Twitter’s great ability to drive traffic to various websites. Very useful for businesses.