Twitter Quitters Post Roadblock to Long-Term Growth

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Twitter Quitters Post Roadblock to Long-Term Growth

04/28/2009
Oprah embarrassed herself on it with a stuck-caps lock. That guy from “Punk’d” competed with “the most trusted name in news” for audience. A befuddled Jon Stewart shook his fist at it in anger. Let there be no doubt: Twitter has grown exponentially in the past few months, with no small thanks to celebrity exposure. People are signing up in droves, and Twitter’s unique audience was up over 100 percent in March. But despite the hockey-stick growth chart, Twitter faces an uphill battle in making sure these flocks of new users are enticed to return to the nest.

Follow Vs. Follow-Through

Currently, more than 60 percent of Twitter users fail to return the following month, or in other words, Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent. For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention. For the full story, go to http://blog.nielsen.com/nielsenwire/online_mobile/twitter-quitters-post-roadblock-to-long-term-growth/.