Twitter unveils study looking at car-buyers’ brand consideration
Twitter has unveiled a study with Compete, to see how automobile manufacturers connect with their potential customers and what influence the tweets have. The ‘Tweets in action: Auto’ study analysed nearly 1,800 users and their site visitation behaviour in the United Kingdom, and found that exposure to tweets influences prospective car-buyers’ brand consideration and likelihood to follow up offline. Twitter analyst Louise Chow explained: “The study looked at three different groups of users. The first group consisted of those users who were exposed to at least one tweet (promoted or organic) by an auto brand. The two remaining groups of users were control groups: one consisted of Twitter visitors who were not exposed to auto brand tweets, and the other represented the average internet user.” It was found that Twitter users exposed to auto brand tweets are 74 per cent more likely to visit auto brand websites than the average internet users; and that over a third of Twitter users who see auto brand tweets search for auto manufacturers. The study also suggested that Twitter users exposed to tweets from auto brands are nearly twice as likely than the average internet user to engage in lower-funnel activities, such as sign up for a test drive and locate a dealership.