Nielsen has revealed research that shows for Twitter in the UK, almost 80 percent of the time spent on the site is accounted for by the 7 percent of ‘heavy’ visitors. Conversely, 93 percent of the people who visit Twitter account for just 20 percent of the content posted and consumed.
Nielsen found that ‘light’ users (less than 2 minutes per month) account for 67% of the audience, medium users (22 mins per month) account for 26%, while heavy users (1hr+ a month) account for 7%.
Twitter’s activity metrics are not unusual when compared with other social networks. Three percent of MySpace’s visitors account for 63 percent of total time spent on the site; 14 percent of Bebo’s visitors account for 87 percent of total time.
For LinkedIn, 5 percent of visitors account for half the total time. Half of Facebook’s U.K. audience (52 percent) account for almost all (98 percent) of the time spent on the site. This is because during the month of January, Facebook’s ‘heavy’ visitors averaged 14 hours 20 minutes, their ‘medium’ users (32 percent of the audience) averaged 30 minutes while their ‘light’ visitors (16 percent) averaged less than 2 minutes.
This doesn’t mean that Twitter isn’t useful, but it does show that small businesses that are looking to use the channel need to identify these ‘heavy users’ in their industry sector that have more influence and focus on building relationships with them.
Loading ...