Twitter quitters to limit site's growth - Nielsen

Most Twitter users are giving up within a month of signing up, according to ratings firm Nielsen Online.

Twitter's unique audience grew over 100% in March alone, with influential celebrities such as Oprah Winfrey among them. Yet among US users the retention rate is just 40%, David Martin, Nielsen Online's VP of primary research, said in a blog post.

Before Winfrey signed onto the site, the retention rate was 30%, he said.

Nielsen estimates that a 40% retention rate limits a site's growth to around 10%. “To be clear, a high retention rate doesn’t guarantee a massive audience, but it is a prerequisite,” Martin said.

By comparison, rival social networking sites Facebook and MySpace currently have retention levels of nearly 70%. And unlike Twitter, whose retention rates have merely fluctuated, these sites' retention rates improved when they went through their respective major growth phases.

“Twitter has enjoyed a nice ride over the last few months, but it will not be able to sustain its meteoric rise without establishing a higher level of user loyalty,” Martin said. “Frankly, if Oprah can’t accomplish that, I’m not sure who can.”

 

Suggested Articles

Wireless operators can provide 5G services with spectrum bands both above and below 6 GHz—but that doesn't mean that all countries will let them.

Here are the stories we’re tracking today.

The 5G Mobile Network Architecture research project will implement two 5G use cases in real-world test beds.