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

Sony Pictures

26/03/2015
Papa John's teamed up with Sony Pictures for the release of...

Case Study | Bladonmore

24/03/2015
David Ladds, Director of Bladonmore, share his insights in...

Jessica Tappin is pure gold for our client Freya Active

24/03/2015
To launch the Freya Active AW15 collection we created the ‘...

Choices - National Autistic Society

23/03/2015
The National Autistic Society wanted to create a piece of...

Lucozade

23/03/2015
Restoring Leadership Status Lucozade, the UK’s no1 energy...