Twitter quitters

You might have heard about recent Nielsen data showing that 60 percent of Twitter users stop using the service after a month. That's quite an attrition rate, and critics quickly pounced on the numbers because it didn't take into account Twitter use via third-party applications. So the Nielsen folks reran the study by adding in more than 30 websites and applications that feed into the Twitter community including: TweetDeck, TwitPic, Twitstat, Hootsuite, EasyTweets, Tumblr. And guess what? They found no change in the results. About 60 percent of people on Twitter end up abandoning the service after a month. This is not to dismiss the Twitter phenomenon - just to modulate its impact. Nielsen's David Martin explains the follow-up in the above video, and Peter Kafka at All Things Digital: has this take:

If you're so inclined, you can argue that Nielsen is still missing a big swath of Twitter users because it seems to have ignored mobile apps, which is where a lot of Twittering occurs. But I still think Nielsen's numbers sound about right, both in methodology and conclusion. I think it's entirely possible that the majority of people who try Twitter don't end up sticking with it, and I think that people who do use Twitter on third-party apps still end up at the site once a month. I do.

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Mark Lacter
Mark Lacter created the LA Biz Observed blog in 2006. He posted until the day before his death on Nov. 13, 2013.
Mark Lacter, business writer and editor was 59
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