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In-market shoppers exposed to consumer electronics brand tweets 30% more likely to visit brand sites, Twitter finds

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By Ishbel Macleod, PR and social media consultant

March 15, 2013 | 2 min read

Research carried out by Twitter with Compete has found that exposure to tweets from consumer electronics brands can have a significant effect on brand consideration and purchase behaviour.

The research, which analysed over 3,000 users, found that those who were exposed to brand tweets were 29.7 per cent more likely to visit the brand site.

It was also discovered that of those exposed to consumer electronics brand tweets, 38 per cent of them searched for information on these brands or products online – a 26 per cent lift over average Internet users.

Louise Chow, an analyst at Twitter, said that the key takeaway from the study was: “Twitter users exposed to tweets from brands tend to learn more about the brand or product by reading reviews. Brands should tweet engaging content to raise curiosity and prompt consumers to find out more. Try including language from a recent review or consumer ratings in your tweets.

“The exposure to tweets helps drive awareness and traffic for brands and products - the higher the frequency of exposure, the higher the likelihood to visit brand websites. Twitter users exposed to brand tweets were more likely to visit brand sites compared to average internet users.”

She suggested the key points for advertisers were to: “Create tweets that entice in-market consumers to visit your site. Tweet about new and popular products. Share deals and sale information in real time. Make the path to purchase simple and include links to your online shop in your tweets.”

The study looked at site visitation behavior in the United Kingdom over the Christmas shopping season.

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