nielsen twitter turkey consumer survey
TRANSCRIPT
@TwitterAds | Confidential
The Twitter Consumer Survey
@erdemtolon 09.07.2014
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ht ©
2012 The
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mpany. Con
fiden
:al and
proprietary.
2
DIGITAL HAS CHANGED HOW WE INTERACT WITH EACH OTHER AND SHARE INFORMATION
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2013 The
Nielse
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mpany. Con
fiden
:al and
proprietary.
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Paid
Earned
TV Spots
Print Ads
Radio Spots
Online Display Ads
Outdoor Ads
Corporate Website
NEW MEDIUMS
Owned
Blog Entries and Comments
TwiPer Posts
Board Discussions
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ht ©
2012 The
Nielse
n Co
mpany. Con
fiden
:al and
proprietary.
4
NIELSEN ADVERTISING EFFECTIVENESS FRAMEWORK
reach the right people
impact their behaviour
influence their opinion
REACH RESONANCE REACTION
• The Twitter Consumer
• Turkey Consumer Survey • Mobile Users • Brands • Promoted Content • Dual Screening
• Quiz Game
AGENDA
@TwitterAds | Confidential
March 2014
THE TWITTER CONSUMER TWITTER TURKEY CONSUMER SURVEY
@TwitterAds|Confidential
Methodology
About the study
Nielsen conducted an online survey which was completed by 1,000 Twitter visitors who visited on any device in the past 30 days in Turkey.
The survey in March 2014 is across a demographic profile reflective of Twitter.
Twitter wants to understand and provide key marketers with a wide range of insights into Twitter users in Turkey
7
@TwitterAds|Confidential
74%
Twitter is an everyday activity
The following shows how, what & why they do...
8 Base: All Q5: On average, how frequently do you use the following social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
of users visit Twitter everyday and 56% engage several times a day
@TwitterAds|Confidential 9
Women more likely to Tweet about brands/products & about what they are doing; Men about news, sport and work
Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
111
105
102
102
103
104
106
107
107
110
111
113
News and Sport
Work
Jokes/humour
Politics
Tweet videos
Celebrities
About what I am thinking
TV shows
Tweet pictures
Music
About what I am doing
Brands/products
Avg. Twitter User =100
Women more likely to Tweet about
Men more likely to Tweet about
@TwitterAds|Confidential 10
Base: All Q17: Thinking specifically about the personal account you use the most on Twitter, please tell us how many Twitter accounts/people that – I follow, Follow me Q18: Please select the following the types of Twitter accounts/people that - I follow Base: Follow Celebrities Q18a: What types of celebrities are you following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
263 Following (avg.)
267 Followers (avg.)
77% Friends
75% Celebrities
65% People I don’t know
64% Brands/Companies
70% Family
61% Work Network
76% Film Celebs
61% TV Celebs
71% Music Celebs
64% Sports Celebs/Athletes
55% Authors/Writers
36% Fashion Celebs
2 in 3 follow brands and companies on Twitter
@TwitterAds|Confidential 11 Base: Followers Q22: How do you discover/find out whom to follow on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Friends, family and retweeted posts from followers are influential in discovering who to follow on Twitter
50% 45%
38% 38% 37% 35% 35% 34% 33%
27%
17% 17%
1% 0%
10%
20%
30%
40%
50%
Frie
nd
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ets
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Oth
er
Discover who to follow through…
@TwitterAds|Confidential 12 Base: All Q6: Which devices do you use to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
3 in 5 use two or more devices to access Twitter
84%
67%
30%
26% [PC/Laptop only]
32% [Mobile +
PC/Laptop]
4% [PC/Laptop
+ Tablet]
Tablet
PC/Laptop
Mobile Phone
11% [Mobile only]
2% [Mobile + Tablet]
2% [Tablet Only]
23% [All 3
Devices]
23% use Twitter on all 3 devices
@TwitterAds|Confidential 13
Base: All Q6: Which devices do you use to access these social networks? Q7: And, which device do you use MOST OFTEN to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
84%
67%
30% 13% 12%
0%
15%
30%
45%
60%
75%
90%
PC/Laptop Mobile phone
Tablet e-Reader/ Music player
Games console
Device used to access Twitter
1 2
3
4 5
Primary Device used to access Twitter
56% primarily use PC/Laptop
1: PC / Laptop 2: Mobile Phone 3: Tablet 4: Games console 5: e-reader/Music player
For over half (56%), the primary way to access Twitter is by using a PC/Laptop Whilst for 37% mobile phone is the primary device
@TwitterAds|Confidential
A wide range of Twitter features are used daily
Base: All Q8: Thinking about Twitter specifically, how frequently do you do the following? A: Daily Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
ReTweet 56%
Tweet Photos 46%
Search 52%
Send Direct Messages
47%
Reply to Tweets
57%
Tweet 59%
View Twitter profiles
58%
Check Trending Topics
66%
Read Direct Messages
58%
Click on links 59%
Find accounts to follow
45%
Favourite Tweets
52%
Read Tweets on the timeline
64%
Tweet Videos 41%
Tweet using Hashtags
49%
Quote Tweets
49%
14
Co
nd
uc
t D
aily
@TwitterAds|Confidential
Base: All Q10: On weekdays and weekends, when during the day do you use Twitter? Ranked by biggest differences between weekday and weekend usage Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Locations for Twitter use differ throughout the week
15
Users slightly more likely to use Twitter whilst watching TV during weekdays
48% 48%
41% 41% 42% 45%
32%
26%
19%
21% 23% 20% 20% 26% 31%
39% 29%
20%
Weekday Weekend
At
wo
rk
Co
mm
utin
g t
o/
fro
m h
om
e
Du
ring
wo
rk/
sch
oo
l/ u
niv
ers
ity
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ak
At
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oo
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un
ive
rsity
At
lun
ch
Wh
ile w
atc
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g
TV
At
bre
akf
ast
Visi
ting
la
nd
ma
rks/
a
ttra
ctio
ns
In t
he
ba
th/
sho
we
r
Weekday preferred usages Weekend preferred usages
@TwitterAds|Confidential 16
Most Twitter users Tweet about humorous content and what they are thinking
Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
47% 47% 42% 41% 41%
38% 37%
30% 29% 28% 26% 24% 23% 21% 21% 19%
0%
10%
20%
30%
40%
50%
Soc
ialis
ing
with
fr
ien
ds
Ne
ws
an
d S
po
rt
Twe
et
pic
ture
s
Polit
ics
Mu
sic
Ab
ou
t w
ha
t I a
m
do
ing
Film
s
Twe
et
vid
eo
s
TV s
ho
ws
Ce
leb
ritie
s
Sha
re li
nks
to
oth
er
we
bsit
es
Ho
lida
ys
Bra
nd
s/p
rod
uc
ts
Wo
rk
Ab
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t p
urc
ha
ses
I w
an
t to
ma
ke
Ab
ou
t p
urc
ha
ses
I've
rec
en
tly m
ad
e
53% Jokes / Humour
48% About what I am thinking
@TwitterAds | Confidential
TWITTER MOBILE USERS
@TwitterAds|Confidential 18
Mobile Device = Smartphone &/or Tablet Base: All Q6: Which devices do you use to access these social networks? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
73%
use a mobile device to access Twitter
Mobile is at the heart of Twitter
@TwitterAds|Confidential
Twitter mobile users are engaged
19
56% 65%
0%
25%
50%
75%
100%
Avg. Twitter User Twitter | Mobile (Primary) User
Once a month or less
Several times a month
Once a week
Several times a week
Once a day
Several times a day [1.2x]
Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile users Q7. And, which device do you use MOST OFTEN to access these social networks A: Twitter Base: All, Twitter mobile (primary) users Q5: On average, how frequently do you use the following social networks? A: Twitter Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Frequency of Twitter Usage
of Twitter mobile users state that mobile devices are the primary
way they access Twitter
56%
Those that use Twitter primarily on their mobile are 1.2x more likely to engage several times daily than average Twitter users
[ ] more likely to than the average Twitter user
@TwitterAds|Confidential
Mobile Device = Smartphone &/or Tablet Base: All, Twitter mobile (primary) user Q11: And when during the day do you use Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Mobile users are more likely to engage with Twitter through most of the day on weekdays
20
0%
20%
40%
60%
Mid
nig
ht
-7a
m
7am
-9a
m
9am
-no
on
No
on
-3p
m
3pm
-6p
m
6pm
-9p
m
9pm
-m
idn
igh
t
Weekdays
0%
20%
40%
60%
Mid
nig
ht
-7a
m
7am
-9a
m
9am
-no
on
No
on
-3p
m
3pm
-6p
m
6pm
-9p
m
9pm
-m
idn
igh
t
Weekends
When Twitter users’ are active on Twitter
When Twitter Mobile (Primary) users’ are active on Twitter
Particularly more active than the average Twitter user up to 3pm on a weekday
@TwitterAds|Confidential
Simultaneous engagement
21
59%
of Twitter Mobile (primary) users use
Twitter whilst watching TV
Compared to 55% of average Twitter users
Index v Average Twitter User. Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) user Q10: On weekdays and weekends, when during the day do you use Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
@TwitterAds|Confidential
Twitter mobile users engage with brands
22
Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) users Q9, Q10, Q13, Q18, Q36a [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
1 in 4 use Twitter to
discover new brands/
products
3 in 5 use Twitter to
follow brands/
companies
1 in 5 Tweet about
brands / companies
1 in 2 use Twitter
whilst shopping
Twitter Mobile (primary) users…
Brands have the potential to leverage this engagement
@TwitterAds|Confidential
Twitter mobile users engage with brands because they like them & to hear about promotions
23
Mobile Device = Smartphone &/or Tablet Base: Twitter Mobile (Primary) users Q18. Please select the following the types of Twitter accounts/people that I follow A: Brands/companies Base: Twitter Mobile (Primary) brand followers Q25. Why do you follow brands/companies on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
26%
27%
27%
28%
31%
33%
42%
44%
46%
46%
0% 25% 50%
Take part in competitions/ contests
I'm a current customer
Get freebies
Leave feedback about my experiences with brand
Customer service and support
They Tweet interesting/entertaining content
Stay up to date with news about brand/company
Learn about new product/service releases
To be notified of special offers/ promotions/sales
Like the brand
61%
of Twitter Mobile (primary) users follow brands/ companies on
Why they follow brands…
@TwitterAds|Confidential
Twitter on mobile delivers on hard metrics
24
Mobile Device = Smartphone &/or Tablet Base: Twitter mobile (primary) users who follow brand/company Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
As a result of following brands/companies Twitter Mobile (Primary) users …
1 in 2 visited the
brands website
34% searched for the brand/
product on the internet
37% Found out more
info about a brand
44% have bought the brand/
product
38% Tweeted about
a positive experience
1 in 2 Looked at
reviews and recommendations
@TwitterAds | Confidential
TWITTER BRANDS
@TwitterAds|Confidential 26
Base: All Q18: Please select the following the types of Twitter accounts/ people that: you follow Base: Brand Followers Q19. Have you ever unfollowed any of the following on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
64%
Follow brands/companies 2 in 3 of whom, have never unfollowed a brand Once you persuade them to follow you, you’re part of the ongoing conversation… 75%
of those who follow brands /companies are potential new customers [25% are current customers]
@TwitterAds|Confidential
Twitter users follow a wide range of brands and are keen to hear more
27
48%
41%
38%
37%
36%
36%
34%
32%
32%
31%
29%
29%
28%
23%
23%
23%
22%
22%
22%
17%
61%
53%
52%
60%
61%
36%
56%
60%
48%
61%
62%
60%
54%
52%
42%
50%
61%
44%
43%
59%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
Spo
rts
Tea
ms
Ne
ws
an
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ag
azi
ne
s
TV C
ha
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els
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V S
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Polit
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rou
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Mo
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De
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ites
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Fash
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& C
loth
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nd
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Vid
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Ban
ks /
Insu
rers
/ C
red
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ard
C
om
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Tra
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Luxu
ry b
ran
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Bea
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an
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osm
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s
Go
vern
me
nt
serv
ice
s
Re
sta
ura
nts
Re
taile
rs
Follow Want to hear more from
Base: Followers Q23: Do you follow any of these types of accounts on Twitter? Base: Category brand followers Q30: You mentioned you followed the below types of brands/companies on Twitter. In the future, which of the following do you want to hear more from on Twitter? Source: Nielsen Twitter Consumer Re-contact Survey, Turkey, March 2014
@TwitterAds|Confidential
Most likely reasons to follow brands are because they like them & to know of new releases/offers/news
28
Base: Brand followers Q25: Why do you follow brands/companies on Twitter? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
22%
22%
24%
25%
27%
27%
28%
29%
30%
30%
44%
45%
46%
49%
0% 25% 50%
For news/information relating to my job/career
To search/find out about jobs
My friends follow/recommended to follow the brand
I'm a current customer
For access to exclusive content
To leave feedback about my experiences with the brand
To take part in competitions/contests
To get freebies
For customer service and support
They Tweet interesting/entertaining content
Stay up to date with news about the brand/company
To learn about new product/service releases
To be notified of special offers/promotions/sales
I like the brand
Brand Followers: Why they follow brands…
@TwitterAds|Confidential
Twitter closing the loop
29
63% read Tweets about people talking about brands
60% read Tweets about purchases people have
recently made
35% use Twitter to read about
brands
34% use Twitter to discover brands
61% read Tweets about recommendations about
brands
41% found out more info about a brand
40% searched for brands on the web
52% Retweeted
brands’ Tweets in the last 3
months
38% sent Tweets to brands in the
last 3 months
34% favourited a brand’s Tweet
in the last 3 months
24% Tweet about
purchases they wanted to
make
49% visited a brands’ website
24% visited a brand's physical
location
45% bought the brand/product
34% Tweeted about a positive
brand experience
21% Tweeted about
purchases recently made
On The Radar
Research
Signal
Further Investigation
Closing The Loop
Purchase
64% follow brands/companies on Twitter, of whom…
@TwitterAds|Confidential
Twitter closing the loop
30
Base: Brand followers Q9, Q13, Q14, Q26, Q29 [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
64% follow brands/companies on Twitter, of whom…
On the radar Research Signal Further investigation
Purchase Closing the loop
63% read Tweets about people talking about brands
61% read Tweets about recommendations about brands
52% Retweeted brands’ Tweets in the last 3 months
49% visited a brands’ website
45% bought the brand/product
34% Tweeted about a positive brand experience
60% read Tweets about purchases people have recently made
41% found out more info about a brand
38% sent Tweets to brands in the last 3 months
24% visited a brand's physical location
21% Tweeted about purchases recently made
35% use Twitter to read about brands
40% searched for brands on the web
34% favourited a brand’s Tweet in the last 3 months
34% use Twitter to discover brands
24% Tweet about purchases they wanted to make
A purchase Tweeted about is another
purchase INSPIRED
@TwitterAds|Confidential 31
Value of a follower
As a result of following brands/companies followers are…
Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
49% visited the
brands website
40% searched for the brand/
product on the internet
41% Found out more
info about a brand
45% have bought the brand/
product
34% Tweeted about
a positive experience
49% Looked at
reviews and recommendations
@TwitterAds|Confidential 32
Base: Brand followers Q26: Have you done any of the following in the last 3 months? Q27: You stated that you have retweeted content from brands/companies. Which of the following describes why you retweet them? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Brands are amplified for their likeable & interesting content
Photos Tweets Videos
54% have retweeted brands in the past 3 months….
38% 28% 27% 32%
35%
38%
39%
40%
46%
47%
50%
58%
0% 20% 40% 60%
Thought content was funny
Receive freebies
Receive a special offer/ discount/sales
Encourage my followers to follow brand
Enter competitions/contests
Show my support for company
Thought content was interesting
Wanted my followers to see content I am interested in
Liked the content
Why they retweet brands…
Brand Followers
@TwitterAds|Confidential 33
Base: Brand followers Q19: Have you ever unfollowed any of the following on Twitter? Base: Brand followers who have unfollowed brands Q31: You mentioned earlier you have unfollowed brands/companies on Twitter before. Why did you do so? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
2 in 3 have never unfollowed brands – once activated, they are with you for the long haul
of brand followers have unfollowed a brand/company
on Twitter
36%
Brands have to maintain interest/relevancy and offer more promotions, while being mindful of negative experiences with brand to avoid being unfollowed
23%
25%
29%
30%
30%
31%
35%
35%
35%
37%
42%
0% 25% 50%
They retweeted too many Tweets
Too many spam messages
Not enough competitions/contests
Too many Tweets
Not enough freebies
Not enough information about products/services
Tweets were not relevant
Not enough promotions/special offers/sales
No longer like/interested in the brand/company
Had a negative experience with the brand
Their Tweets were not interesting
Why they unfollow brands…
@TwitterAds|Confidential 34
Followers communicate positive brand experiences
Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
15% Spoke about a negative experience with friends
18% Tweeted about a
negative experience
28% Spoke about a positive experience with friends
34% Tweeted about a
positive experience
There is opportunity on Twitter for brands to also address negative comments
Brand Followers…
@TwitterAds | Confidential
TWITTER PROMOTED CONTENT
@TwitterAds|Confidential
87%
of Twitter users recall seeing promoted content
36
Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for ‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have you seen before today? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
@TwitterAds|Confidential
Awareness is strong amongst consumers
37
of the 87% of Twitter users that recall
seeing promoted content
55% are aware of Promoted Accounts
63% are aware of Promoted Trends
52% are aware of Promoted Tweets
Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for ‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have you seen before today? Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
@TwitterAds|Confidential
Twitter users don’t find advertising on Twitter intrusive
38
Base: Aware of promoted activity Q36a: Thinking specifically about advertising on Twitter, please indicate how strongly you agree or disagree with the following statements: A: Strongly/Somewhat agree [+neither for ‘Don’t mind] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
1 in 2 Advertising on
Twitter is fun and entertaining
57% Think advertising on
Twitter is relevant
53% Find advertising on
Twitter useful + 3 in 4
Don’t mind/are neutral towards advertising on
their Twitter timeline
@TwitterAds|Confidential
Get noticed
39 Base: Aware /Not aware of promoted activity Q9, Q10, Q13, Q18 [Full questions in notes] Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
75% more likely to use Twitter to
discover new brands/
products
43% more likely to use Twitter to
follow brands/
companies
60% more likely to Tweet about
brands / companies
38% more likely to
use Twitter whilst
shopping
Those aware of Promoted activity on Twitter are…
than those who are not aware
@TwitterAds|Confidential
Encourages to engage with Promoted Tweets to impact key advertising / brand metrics
40 Note: Global Norms based on x number of studies: brand awareness: 17, message association: 36, intent:73 Lift means proportional uplift between control/exposed and non-engager/engager Source: Nielsen Brand Effect for Twitter
Standard Norms Lift Non-Engager v. Engager
Brand Awareness +30.3%
Purchase Intent +41.9%
Message Association +50.4%
Nielsen Brand Effect for Twitter | Global Norms
@TwitterAds | Confidential
TWITTER DUAL SCREENING
@TwitterAds|Confidential
55%
of whom, very often or sometimes use
Tablet
88%
72%
77% PC/Laptop Mobile Phone
Base: All Q10: On weekdays and weekends, when during the day do you use Twitter? Base: Those that use Twitter whilst watching TV Q32: How often do you use Twitter on the following devices whilst watching TV? A: Very Often/Sometimes Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
use Twitter whilst watching TV
Simultaneous engagement
42
@TwitterAds|Confidential
Base: Those that use Twitter whilst watching TV (Very often/sometimes) Q33: You mentioned you used Twitter whilst watching TV. How frequently do you do the following on Twitter whilst watching TV? A: Very Often/Sometimes/Rarely Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Furthering brand interaction with consumers Brands have an opportunity to interact with consumers across multiple platforms in a synergistic manner
43
83% Tweeted about a TV advert airing during the TV show
83% Searched on Twitter for a brand/product seen on a TV advert
@TwitterAds | Confidential
TWITTER SUMMARY
@TwitterAds|Confidential 45
Twitter is an everyday activity 74% of users visit Twitter everyday & 56% engage several times a day.
Mobile is at the heart of Twitter 73% use a mobile device (phone and/or tablet) to access Twitter. 56%, of whom, state that mobile devices are the primary way they access Twitter.
Followers are part of the ongoing conversation 64% follow brands/companies. 2 in 3 of whom, have never unfollowed a brand.
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Twitter can enhance the TV experience and further brand interaction with consumers 55% use Twitter whilst watching TV, actively engaging about the TV show and brands advertised . Twitter Sports Enthusiasts are 1.2x more likely to dual screen. An opportunity for brands to leverage Twitter to engage with Sports Enthusiasts before, during and after the upcoming FIFA World Cup.
Get noticed 87% of Twitter users recalled seeing promoted content. Those aware are more likely to use Twitter to discover new brands/products.
75% of those who follow brands/companies are potential new customers [only 25% are current customers].
@TwitterAds | Confidential
Quiz Time
Copyrig
ht ©
2012 The
Nielse
n Co
mpany. Con
fiden
:al and
proprietary.
47
#ÇAYSİMİTTWEET @ERDEMTOLON
@TwitterAds | Confidential