February 19, 2013, 3:52 PM

Mobile Twitter users represent a rapt audience for advertisers

They’re 58% more likely to recall an ad than other users, Twitter and Compete find.

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The average Twitter user follows five or more brands, but users who primarily access Twitter on mobile devices are 96% more likely to follow 11 or more brands, a new study by Twitter and web and mobile measurement firm Compete finds. Mobile Twitter users are also 58% more likely to recall seeing an ad on Twitter than the average Twitter user, the study finds. And mobile users are 169% more likely to engage with Twitter while shopping, the study says.

Retailers and other businesses should create tweets that align with what mobile users need: real-time information that helps them make decisions as they go about their daily lives, writes Taylor Schreiner, Twitter’s co-head of ad research, in a company blog post.

“They may be shopping near your store and a tweet about your current promotion might get them in the door,” Schreiner writes. “Think about creating campaigns centered around useful information or special offers that someone can act on immediately.”

Compete surveyed 341 Twitter users; 112, or 32.8%, primarily use mobile devices to engage with the social network.

Users who primarily access Twitter via smartphone or tablet are 57% less likely to use Twitter on the desktop than average Twitter users, the study says. They are 86% more likely to be on Twitter several times a day than the average Twitter user.

15% of mobile users say the top way they access Twitter is on a tablet, the study finds. Twitter and Compete also found that mobile Twitter users compared to average Twitter users are:

  • 57% more likely to compose original Tweets, 63% more likely to click on links, 78% more likely to re-tweet and 85% more likely to favorite a tweet.
  • 157% more likely to use Twitter when they wake up and 129% more likely to use Twitter just before going to sleep.
  • Three times more likely to use Twitter during their commutes. Once they get to work or school, they are 160% more likely to keep using Twitter.
  • Twice as likely to use Twitter when they are out with friends and 301% more likely to use Twitter before and after attending a movie than the average Twitter user.

“As consumers continue to shift their time to mobile, a big opportunity arises for brands,” Schreiner writes. “Our platform can connect your brand to users in real time, wherever they are. Because mobile ads on Twitter are part of the organic content experience, they create a particularly powerful vehicle for brands to create reach, build frequency and drive engagement.”

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