A February 2010 Edison Research study of Twitter usage and demographics talks about how much the micro-blogging site twitter is used. The study is doing rounds on several blogs and many of them have even concluded questioning the scalability of the micro-blogging network. Also one thing that I understand about twitter’s state right now is that the platform is very unique, but not many get hooked on to it. The conversion rate is very low when we compare it to other networks like facebook.
Nevertheless, twitter in terms of its popularity and awareness is growing day by day. Compared to last year, the site has grown by 300% which is quiet remarkable in itself. Look at this diagram to understand the rising awareness of twitter against facebook:
But at the same time, twitter is not used by all who are aware of it. So in essence, the conversion rate is really low for many reasons. Also the complexity of twitter usage does not get people hooked on to it. The following graph shows the actual conversion rate of Twitter
Although there are lots of positive thoughts about the micro blog as well. Compared to other social networks, twitter has more than 50% users who follow brands. Also twitter in terms of its usage has a very loyal audience that is hooked on to the network 24*7. I do not deny the fact that twitter’s conversion rate is low, but then you also consider the effectiveness and quality of branding you get on a network, don’t you?
