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.