Twitter urges brands to optimise for mobile as users rarely access PC | Social Media | Mobile Entertainment

Twitter urges brands to optimise for mobile as users rarely access PC

Twitter urges brands to optimise for mobile as users rarely access PC
Zen Terrelonge

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Social / Twitter / February 12th 2013 at 4:48PM

Mobile users are 96 per cent more likely to follow 11 or more brands than desktop users.

Twitter has released a comprehensive overview of its user base, revealing 60 per cent of its 200 million active users primarily access their accounts via mobiles. The mini-blog actually claims it was 'born mobile,' and that the 140 character tweet limit was based on text messaging constraints.

The firm warns the many brands using its services to acknowledge the facts and optimise for mobile, saying: 'many users rarely access Twitter on desktop,' while those using mobile as the primary means of access are 57 per cent less likely to use PCs than average Twitter users.

Primary mobile users are also 86 per cent more likely to access Twitter several times a day than the average users, with 15 per cent saying tablets are their preferred means of access ahead of phones.

18-34 year-olds are 52 per cent more likely to log on via mobile, though gender breakdown is an even split, and Twitter advises brands to bear this in mind when trying to market tweets and campaigns towards followers.

Seemingly, mobile users have embedded tweeting into their daily routine, with primary users 157 per cent more likely to user Twitter when waking up and 129 per cent more likely to use it when going to sleep. Meanwhile, high usage also takes place when with friends, shopping, and after going to the cinema.

Unsurprisingly, the primary mobile users are big on using Twitter indoors too, with 62 per cent tweeting while watching TV, which supports the rising trend of second-screen use.

Mobile users are also more interactive then the average user, at 57 per cent more likely to compose original tweets, 63 per cent more likely to click on links, 78 per cent more likely to retweet and 85 per cent more likely to favourite a Tweet.

Meanwhile, brands can expect more support from mobile users, who are 96 per cent more likely to follow 11 or more brands compared to average users who follow around five brands.

Taylor Schreiner, co-head of ad research for Twitter, said: "Create tweets that align with what mobile users need: real-time information that helps them make decisions as they go about their daily lives. They may be shopping near your store and a tweet about your current promotion might get them in the door. Think about creating campaigns centered around useful information or special offers that someone can act on immediately.

"As consumers continue to shift their time to mobile, a big opportunity arises for brands. Mobile is in our DNA at Twitter, which means 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."