According to marketingprofs.com, Twitter users visited Twitter less often in 2010 than 2009, but those who did visit stayed longer.
According to the study by Experian Simmons Datastream:
Visitors to Twitter.com dropped 14% in 2010, yet…
Time spent Tweeting grew 18.9% in the same period. The study also found that frequency of visits increased, but duration of visits decreased.
So what do we surmise from this data? Well, the simple answer is that Twitter is still viable, and should be an important part of a social marketing strategy. Because even though less people are logging in, users are more dedicated than ever before.
But reading between the lines, we also learn that Twitter must REALLY be popular right now, as the study was based on actual visitors to the site, and didn’t include the actual usage of Twitter through third party apps like Hootsuite and Tweetdeck. And let’s face it, Twitter.com itself is a lousy way to use Twitter. The vast majority of people are using third party apps to take advantage of Twitter’s functionality.
So now is a good time to re-visit your Twitter strategy, and make sure you leveraging Twitter in your marketing efforts..