{"id":9561,"date":"2009-05-01T01:58:12","date_gmt":"2009-05-01T00:58:12","guid":{"rendered":"http:\/\/www.corporate-eye.com\/blog\/?p=9561"},"modified":"2009-04-30T16:14:38","modified_gmt":"2009-04-30T15:14:38","slug":"nielsen-report-shows-twitter-lacks-user-retention","status":"publish","type":"post","link":"https:\/\/www.corporate-eye.com\/main\/nielsen-report-shows-twitter-lacks-user-retention\/","title":{"rendered":"Nielsen Report Shows Twitter Lacks User Retention"},"content":{"rendered":"

\"twitter-badge-follow-me\"Twitter<\/a> might be growing to astronomical heights at record speed, but that growth isn’t as mind-blowing or valuable when you look at Twitter’s user retention rate.\u00a0 A new report by Nielsen<\/a> shows that Twitter is getting a lot of new users, but 60% of people who sign up for a new Twitter account don’t come back to the site a month later.\u00a0<\/p>\n

According to the report, Twitter’s retention rate at 40% is higher than it has been in the past (previous months reported just 30% user retention rate).\u00a0 However, according to an article on MediaWeek<\/a>, both, “MySpace and Facebook had double Twitter\u2019s retention rate at a similar growth stage, and their retention increased over time.”\u00a0 <\/p>\n

So can Twitter remain a growing force to be reckoned with for a sustained period of time or is this a fad that will disappear as fast as acid-washed jeans did in the 1980s?\u00a0<\/p>\n

One thing is for certain, the most loyal Twitter users are exactly that — very loyal.\u00a0 However, these statistics certainly make the case for Twitter experiencing problems in the future.\u00a0 All marketers know it’s a lot cheaper to keep existing customers than to find new ones.\u00a0 If Twitter can’t keep a growing list of customers, then there could be trouble ahead.<\/p>\n

Of course, news this month from Twitter is that the team behind the brand is making monetization a top priority for the short term.\u00a0 Will that help user retention or hurt it more?\u00a0 I guess we’ll have to wait to see what they come up with.\u00a0<\/p>\n

Any way you slice it though, it appears Twitter needs to rethink its business model if the brand is going to have a longer life cycle than the dot-coms of the 1990s that exploded and then came crashing down even faster and harder.<\/p>\n

What do you think?<\/p>\n

Image: <\/em>Flickr<\/em><\/a><\/p>\n","protected":false},"excerpt":{"rendered":"

Twitter might be growing to astronomical heights at record speed, but that growth isn’t as mind-blowing or valuable when you look at Twitter’s user retention rate.\u00a0 A new report by Nielsen shows that Twitter is getting a lot of new users, but 60% of people who sign up for a new Twitter account don’t come […]<\/p>\n","protected":false},"author":4,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_lmt_disableupdate":"","_lmt_disable":"","_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[95],"tags":[324,110,2331,520,1011,264,2351,2341],"class_list":{"0":"post-9561","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-brand","7":"tag-brand-growth","8":"tag-corporate-branding","9":"tag-nielsen","10":"tag-online-branding","11":"tag-social-media-branding","12":"tag-twitter","13":"tag-twitter-brand","14":"tag-twitter-growth","15":"entry"},"yoast_head":"\nNielsen Report Shows Twitter Lacks User Retention<\/title>\n<meta name=\"description\" content=\"At just 40%, Twitter's user retention rate is 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