60% of Twitter’s 200 million active users are using mobile devices to log into Twitter at least once a month. Working with Compete, Twitter set out to find out more about its ‘primary mobile’ Twitter users – those who are using mobiles as their primary device for Twitter. Here’s what they discovered:
1. Primary mobile users are more active
- They are 85% more likely to be on Twitter several times a day than the average Twitter user
- 15% are using tablets, rather than phones, as their primary way to access Twitter
2. (Unsurprisingly) primary mobile users tend to be younger
- 18 to 34 year olds are 52% more likely to be logging into Twitter primarily via a mobile device.
3. Primary mobile users engage with Twitter throughout the day
- They are 157% more likely to use Twitter when they wake up
- They are 16% more likely to use Twitter at school or work
- They are 32% more likely to use Twitter while they are watching television.
4. Mobile Twitter users engage more with content
- They are 57% more likely to compose original Tweets than the average Twitter user.
- They are 63% more likely to click on links
- They are 78% more likely to retweet and 85% more likely to favourite a Tweet.
5. Mobile users are more engaged with brands
- They are 58% more likely to recall seeing an advert on Twitter than the average Twitter user.
Tips for information professionals
Twitter draws conclusions from the findings which, although aimed at advertisers, provide valuable tips for information professionals:
- Create content that’s easy to interact with
- Link to sites that are optimised for mobile
- Consider the age of those you are targeting
- Think about ‘a day in the life’ of your targets and time your tweets appropriately. Is there a ‘library’ storyline or location in a TV programme? Consider tweeting then.
- Mobile users are amplifiers – remember to include calls for action
More on this survey from Twitter.