Do Tweets Attract Customers?
If you Tweet it, they will buy.So says a new study from Compete, the market research division of Boston-based Kantar media. It’s worth noting, however, that the study was paid for by Twitter—though an independent study done earlier this year found consumers are 47 percent more likely to buy from brands they follow on Twitter or Facebook.
Connecting to Customers Through Twitter
For the study, Compete analyzed some 2,600 users who saw Tweets from some 700 retailers, both large and small. Some of the big ones included Apple, Amazon, Groupon, Pottery Barn and Walmart.
The study found shoppers who see retail Tweets are more than 95 percent likely to pay a visit to retail websites, compared to fewer than 90 percent of regular Internet users. The Tweets were particularly effective in driving shoppers for “niche parts of the retail industry,” the study said, such as toys or sporting goods.
Tweet to Drive Sales
Other findings: Tweeters are also more likely actually to buy when they visit a website. Just over a quarter (27 percent) of “general internet users” bought something from a retail website over the time Compete observed them. But when Twitter users were exposed to a Tweet from a retailer, the purchase rate increased to 39 percent.
Concluded the study: “People who see a retailer’s Tweets are even more likely to make an online retail purchase than they are to visit retailer websites. This means Twitter users arrive on a retail website with a higher intent to buy.”
Read more about the best times to Tweet and top reasons for unfollowing on Twitter.