15 March 2013 - 1:47pm | posted by | 0 comments

Twitter usage in the UK is approximately 62% engagement and 38% broadcast, with 3.6% of tweets mentioning brands

Twitter usage in the UK is approximately 62% engagement and 38% broadcast, with 3.6% of tweets mentioning brandsTwitter usage in the UK is approximately 62% engagement and 38%

More tweets mention brands (3.6 per cent) than mention music or celebrities, research from Brandwatch has found, with the suggestion that 12,600 tweets per minute mention brands.

The research, which was based on 10,000 tweets, discovered that males complain more frequently, while females talk about purchase experiences and enter competitions more.

Brandwatch suggests that this means brands need to be careful when comparing the customer service or promotional performance of brands with differing target audiences.

It was also found that women are more likely to talk about brands in the first person, and in relation to personal experiences, than men are.

Brandwatch found that the majority of brand references (32 per cent) were about food, with 73 per cent of these tweets coming from women. Brands such as Nandos, McDonald’s and Cadbury were amongst those receiving the most mentions.

The second most popular category, with 17 per cent of brand mentions, was clothing and accessories, with 89 per cent of these tweets coming from females. However, the biggest drive in this category seemed to be competitions, with words such as ‘RT’, ‘win’ and ‘follow’ being amongst he most used words.

Be the first to comment on this article: sign in or register.

Latest Projects from the Profile Hub

Communities 2.0

21/10/2014
We have been very privileged to work with the Wales Co-...

Retargeting on Facebook by the Numbers 2014

20/10/2014
Since the successful launch of retargeting in the News Feed...

Celebrate MOBO

17/10/2014
Event branding & promotion for Scottish Enterprise...

Journey to the Centre of the Earth!

17/10/2014
In September (2014), the Croatian National Tourist Board ...

Freia relaunch

17/10/2014
Norway’s leading chocolate brand Freia relaunches with a...