March 3, 2014, 1:37 PM

25% of U.K. Twitter users look at the social network while shopping

And 80% of British Twitter users view the social network on mobile devices, a new Nielsen Co. study finds.

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One in four U.K. Twitter users visit the social network while shopping, according to a new Nielsen Co. study. The survey wasn’t specific about whether that shopping was conducted online or inside stores.

Nielsen last November conducted an online survey of more than 1,400 U.K. consumers and about 1,200 consumers in each of several other European countries, including Spain, France and the Netherlands.

The majority of U.K. Twitter mobile users, 62%, follow brands on the social network, the survey found. More than half of those users say they have visited the web sites of brands they follow on the social network and 30% of those consumers have gone on to make a purchase based on those clicks.

Nielsen’s survey found that the United Kingdom is Twitter’s most active mobile market in Europe, as 80% of U.K. Twitter users say they have looked at the social network on a mobile device and 70% say they primarily view Twitter from a mobile device. For the sake of comparison, 68% of French Twitter users say they have looked at the social network on a mobile device and 60% say they primarily view Twitter from a mobile device.

Those U.K. Twitter users who primarily visit the social network from mobile devices are more engaged than the average Twitter user worldwide. They are 1.2 times more likely to engage daily on the platform as Twitter’s average user and 58% more likely to access Twitter several times a day.

The survey also found that 60% of U.K. Twitter mobile users look at the social network while watching TV. That represents an opportunity for retailers and other brands to link their TV ad campaigns to Twitter to drive clicks and sales, writes Gordon MacMillan, Twitter’s U.K. editorial manager, in a blog post. 

For example, he points to a recent Domino’s Pizza campaign that posted a number of brand and offer-related tweets that related to TV programs like “I’m a Celebrity Get Me Out of Here.” For example, one message said: “#imacelebrity is back - RT if you’ll be watching. Treat yourself to a deal on us and make it a #BigNightIn” The link led to the chain’s U.K. home page where consumers can order online.

It then used Promoted Tweets, a Twitter ad unit that enables marketers to pay to increase the prominence of a post. The campaign helped the chain’s average engagement rate reach 5.2%, with some reaching as high as 23%, which was a record for the pizza chain. A marketer can calculate his Twitter engagement rate by taking a tweet’s total replies and retweets and dividing that number by his follower count and then multiplying by 100. That number is the percentage of a brand’s fan base that interacted with the message. The campaign also helped Domino’s garner more than 24,000 mentions on the social network.

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