Twitter is just a passing fad, claims research

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social_audience_retention.pngResearch from Nielsen Online suggests that Twitter might have problems with ‘stickiness’ – with retaining users that give it a try. Its statistics suggest that more than 60% of Twitter users fail to return a month of using it.

In fact for most of the past twelve months, Twitter has had difficulty keeping more than 30% of its users after a month, though the entry of Oprah Winfrey has helped. Facebook and MySpace, before their explosive growth periods, had nearly double the retention rates that Twitter currently faces.

What would be interesting to see would be how many people come back later on. It’s been my experience of the site that people sign up and bag their name, then ignore it until lots of their friends are using it, at which time they return.

Still, it’s worrying news for the site which needs to start crossing over sooner, rather than later. Intense media coverage in the UK has helped, but it’s still not obvious to many new Tweeters how the site works, or its Twittiquette.

(via Nielsen Wire)

Duncan Geere