56% of Twitter Mobile Users are Influenced by Content on the Network when Making Purchases
Almost all (94 per cent) of Twitter users are engaging with mobile commerce, recent research from the social company has discovered, as part of its research with Nielsen.
The research, looking at the role Twitter plays in influencing consumers’ shopping behaviour on their mobiles, discovered that the Twitter users who engage with m-commerce span different phases of shopping: research and looking at product reviews, visiting a website and adding products to the basket and purchasing.
Nielsen found that 56 per cent of Twitter mobile users say they are influenced by content on Twitter when they are buying a product or service, while a third said something they have seen on Twitter has ‘contributed directly’ towards a purchase made on their mobile.
Twitter added: “While many (79 per cent) do follow brands for special offers and discounts, the research shows that Twitter users also follow brands because they are genuinely interested in what they have to say: Two in three of this user group follow to keep up-to-date with the brand.”
The research also stated that Twitter users engage in 40 per cent more shopping sessions than non-users and spent 31 per cent more time shopping.
Source: The Drum