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According to results from the “Tweets in Action: Retail” study, the more tweets people see from retailers, the more they’re likely to buy.
The study was a collaboration between Twitter and Compete digital intelligence and focused on American Twitter users, analysing over 7,600 users and their site visitation and purchase behaviour on more than 700 retail brand websites during the busy back to school season. The first group of users was composed of people exposed to at least one Tweet by a retail company. There were two additional control groups: one was made up of U.S. Internet users who visited Twitter but were not exposed to retailer Tweets and the second represented the average Internet browser.
Here are the study’s key findings:
1. Twitter users who see Tweets from retailers are more likely to visit retail site.
Compete found that Twitter users visit retail websites at a higher rate (95 per cent) than general Internet users (90 per cent). This finding is true for both mass retail sites as well as specific categories like apparel & accessories and becomes even more pronounced for more niche parts of the retail industry like toys or sporting goods.
2. Twitter users who see retailer Tweets are more likely to make online purchases.
During the timeframe of the study, 27 per cent of general Internet users bought something from a retail website. Twitter users, however, made purchases at a rate of 33 per cent from the same sites during the same period. When Twitter users were exposed to a Tweet from a retailer, that purchase rate increased to 39 per cent. This represents a lift of 1. 4X and 1.2X, respectively, and is true across a variety of retail categories.
3. The more retailer Tweets people see, the more they visit retail sites and make online purchases.
As people are exposed to more retailer Tweets, the likelihood that they will visit a retail website and make online purchases grows. Twitter users exposed to Tweets from retailers on 12 or more days were 32 per cent more likely to purchase from those retailers compared to all users exposed to retail Tweets.
You can download the complete report here.
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