Twitter traffic goes mobile

Twitter traffic goes mobile

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How do you use Twitter? If you’re scrolling through tweets on your desktop then you’re in the minority; it was revealed this week that 80 per cent of UK Twitter users access the platform via their mobile phone – a higher percentage than any other European country.

The figure alone didn’t come as a huge surprise to me – I rarely fire up my laptop to check Twitter, especially since my iPhone is ready to go right next to me. What did make me sit up and take notice was the much higher level of engagement which resulted when mobiles were used.

Those using a mobile device were 1.2 times more likely to engage daily, with 58 per cent of them checking Twitter multiple times per day. For brands, the benefit is clear – mobile users are more likely to read their tweets, and engage with them. Surely that’s a win/win situation?

The answer is ‘yes’, but it comes with a rather large caveat: it’s only a ‘yes’ if you’re managing Twitter properly. For the PR professional, Twitter needs to be on your radar 24/7. Nothing brews faster than a storm in a tweet-cup!

I had experience of questionable Twitter management from a large UK company only last week after coming home to an unexpected letter threatening to cut off my service, but without any contact details to get in touch. I tweeted the brand but, as it was post 6pm on a Friday, heard nothing back until Monday morning – by which point I was rather more annoyed than I had been three days earlier.

Twitter’s not a 9 to 5 communication platform. The fact that so many people are going mobile should be a warning bell for brands. Many still need to re-think their approach to social media management and, if keeping customers happy isn’t persuasion enough, consider this: the Nielson research also showed that more than half of mobile Twitter users had visited the websites of brands they follow, with a whopping 30 per cent of those going on to buy something from those sites. Both figures were markedly lower with desktop users.

Having a responsive or mobile-ready website will make it that bit easier for brands to convert their Twitter-generated web traffic into customers. And isn’t that really what it’s all about?