Melissa Campanelli is the editor-in-chief of Target Marketing's eM+C brand and Retail Online Integration, a monthly print magazine, website and e-letter (The ROI Report) that's all about the integration of sales channels, including print/catalog, transactional websites and retail stores, as well as email, mobile, social media and more.
Prior to becoming editor-in-chief of eM+C, Melissa spent ten years at DM News, where she was first a senior editor and then deputy editor. She's also a leading expert in small business e-commerce and author of the books "Entrepreneur Magazine's Open an Online Business in 10 Days" and "Start Your Own e-Business."
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A new report from Edison Research's Arbitron/Edison Internet and Multimedia Series, Twitter Usage In America: 2010, contains all sorts of interesting Twitter facts. It presents three years of tracking data from a nationally representative telephone survey of 1,753 Americans conducted in February 2010.
A key finding for marketers: Fifty-one percent of Twitter users said they follow at least one brand on a social network, according to the report. That number drops to just 16 percent for users of all social networks.
What's more, 42 percent of Twitter users said they use the tool to learn about products or services, and 41 percent said they use it to provide opinions about them. Twenty-eight percent said they use Twitter to look for sales or discounts, 21 percent use it to purchase products or services, and 19 percent use it to seek customer support.
Here are some other key findings from the report:
The report said that high usage in the black community could be related to the mobile nature of Twitter. While many users update their status with a PC, mobile devices are a major conduit of microblog posts. Research shows that blacks and Hispanics are both more likely than whites to use the mobile web, especially among younger users.
Pretty interesing stuff. Were you surprised by any of these findings? If so, please leave a comment below.
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