Warc, 7 March 2013
LONDON: Brands in the food and beverage, clothing and retail
sectors generate the highest number of direct mentions among Twitter users in
the UK, according to a report.
Drawing on a sample of 10,000 tweets made by 1,000 members
of Twitter, the social media monitoring firm BrandWatch revealed that 3.6% of
posts referred to a brand by name.
"This made brand names almost as prominent as
television, film and sport, and more prominent than music, celebrities or news
updates," the firm's study said.
Members of the food and drinks category yielded 32% of these
messages. McDonald's and Nando's, the restaurant chains, Tesco, the supermarket
giant, and Cadbury, the confectioner, led the charts here.
Clothing and accessories brands delivered a further 17% of
tweets. River Island, the retail chain, enjoyed the greatest amount of buzz,
ahead of UGG boots and Boohoo, the ecommerce site.
The technology sector was the subject of 11% of tweets
referencing brands. Apple, and its iPhone handset, topped the category
rankings, with Samsung, Microsoft and Orange following next.
While 80% of content about technology brands was generated
by men, women were behind 89% of tweets in the clothing category and 73% for
food and drink.
Elsewhere, general retailers and operators in the
entertainment industry were each mentioned in 11% of tweets mentioning brands.
Transport and beauty products came next on 4% apiece.
"Equal numbers of products and services were mentioned,
suggesting an even split between secondary and tertiary sectors," the
study said.
"Brands ranged from large, established names including
Amazon and Ford to smaller companies such as Azendi and Micro Scooters."
Looking more broadly, the analysis showed that 38% of posts
were "solo tweets", where the user did not link with other Twitter
members using tagging or a direct exchange.
A further 36% were replies to messages, while 22% were
retweets, the analysis added.
Data sourced from Brand-e.biz/BrandWatch; additional content
by Warc staff
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