This week, Twitter finally became a public company. In a frenzied but well-orchestrated NYSE debut, Twitter's shares closed at $44.90 after one day of trading, soaring from the initial public offering price of $26.
For marketers, Twitter's IPO can potentially spell more marketing and engagement opportunities in the future. The social network is just scratching the surface on its global advertising platform, and with its raised funds, marketers should expect more advertising features soon. But advertisers will need to tread carefully: the number of ads and how they are presented to users can potentially change how and how often people use the social network.
Researchers can potentially be affected, too. As more brands step up their marketing efforts on Twitter, the demand for social media monitoring services could increase, putting pressure on insight professionals to step up their game when it comes to this type of research.
Twitter's IPO is game changing, and it's something that research and marketers will need to keep an eye on. For now, here are 10 stats about the social network that might affect how you market and conduct research on this platform:
- Twitter has more than 230 million monthly active users and more than 100 million daily active users. (Source: Twitter SEC filing)
- Twitter users send out more than 500,000,000 tweets per day. (Source: Twitter SEC filing)
- Only 55% of companies that market on Twitter say they're satisfied with the business value they achieve. To compare, 56% of marketers are happy with Google+, while only 51% are satisfied with Facebook ads. (Source: Forrester)
- According to our From Social to Sale report, 24% of the population uses Twitter. Of those who indicated that they use Twitter, 54% are male and 43% are between 35 to 54 years old. (Source: Vision Critical)
- For retailers, an important stat: 22% of Twitter uses have purchased something after tweeting, retweeting, or favoriting it on Twitter. (Source: Vision Critical)
- Of those who indicated that they bought an item after tweeting, retweeting, or favoriting it on Twitter, 34% say their most recent social-inspired purchase was in technology or electronics. (Source: Vision Critical)
- 35% of people who have made an online purchase after tweeting, retweeting or favoriting an item on Twitter say that they used a mobile device to make all of those purchases. (Source: Vision Critical)
- 57% of market researchers who participated in GreenBook's GRIT Winter 2013 report indicated that they offer Twitter monitoring services. Twitter only trails Facebook (65%). (Source: Greenbook Research Industry Trends REPORT - Winter 2013)
- Twitter engagement for brands is 17% higher on weekends. (Source: Buffer)
Just for fun: Pop star Katy Perry is the most popular tweeter, with more than 46.5 million people following her. She roared past Justin Bieber in terms of Twitter followers in November 2013. (Source: The Guardian)
What do you think of the Twitter's IPO? Let us know in the comments.