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Study finds greater buying intent from those who follow brands on Twitter

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By John Glenday, Reporter

October 22, 2011 | 1 min read

Consumers who elect to follow their favourite brands on Twitter are also more likely to both purchase and recommend that brands products – according to a study of online behaviour.

Nearly 1,500 consumers were studied for the survey which showed that 60% of those who followed the brand were more likely to recommend it, whilst 50% would be more likely to buy one of its products.

The survey, conducted by Chadwick Martin Bailey, found that only 21% of Twitter users currently follow brands on Twitter – with 79% of that number following 10 brands or less.

It has been estimated that 84% of followers passively read tweets posted by the brands they follow, with 23% actively tweeting about the brands.

Top 5 reasons to follow a brand:

• 64%: I am a customer of the company

• 61%: To be the first to know information about the brand

• 48%: To receive discounts and promotions

• 36%: To gain access to exclusive content

• 28%: To receive content/information to retweet and share with others

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