7. @TwitterAds|Confidential
Methodology
About the study
Nielsen conducted an online survey
which was completed by 1,000 Twitter
visitors who visited on any device in
the past 30 days in Turkey.
The survey in March 2014 is across a
demographic profile reflective of
Twitter.
Twitter wants to understand and provide key marketers with a wide
range of insights into Twitter users in Turkey
7
8. @TwitterAds|Confidential
74%
Twitter is an everyday activity
The following shows how, what & why they do...
8
Base: All Q5: On average, how frequently do you use the
following social networks?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
of users visit Twitter everyday
and 56% engage several times
a day
9. @TwitterAds|Confidential 9
Women more likely to Tweet about brands/products
& about what they are doing;
Men about news, sport and work
Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
111
105
102
102
103
104
106
107
107
110
111
113
News and Sport
Work
Jokes/humour
Politics
Tweet videos
Celebrities
About what I am thinking
TV shows
Tweet pictures
Music
About what I am doing
Brands/products
Avg. Twitter
User =100
Women more likely
to Tweet about
Men more likely to
Tweet about
10. @TwitterAds|Confidential 10
Base: All Q17: Thinking specifically about the personal account you use the most on Twitter, please tell us how
many Twitter accounts/people that – I follow, Follow me Q18: Please select the following the types of Twitter
accounts/people that - I follow Base: Follow Celebrities Q18a: What types of celebrities are you following?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
263
Following (avg.)
267
Followers (avg.)
77%
Friends
75%
Celebrities
65%
People I don’t know
64%
Brands/Companies
70%
Family
61%
Work Network
76%
Film Celebs
61%
TV Celebs
71%
Music Celebs
64%
Sports Celebs/Athletes
55%
Authors/Writers
36%
Fashion Celebs
2 in 3 follow brands and companies on Twitter
11. @TwitterAds|Confidential 11
Base: Followers Q22: How do you discover/find out whom to follow on Twitter?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Friends, family and retweeted posts from followers
are influential in discovering who to follow on Twitter
50%
45%
38% 38% 37%
35% 35% 34% 33%
27%
17% 17%
1%
0%
10%
20%
30%
40%
50%
Friends/family
Fromretweetspostedby
thoseIfollow
Sawitinthe'whotofollow'
sectiononTwitter
PeopleIdon'tknowwell,but
sharecommoninterestswith
Sawitonline(excluding
Twitter)
SawitelsewhereonTwitter
Celebrities
SawitonTV
Workcolleagues/contacts
Sawitinnewspapers/
magazines
Onpackagingforproducts
Sawitoutside(onthebus
etc.)
Other
Discover who to follow through…
12. @TwitterAds|Confidential 12
Base: All Q6: Which devices do you use to access these social networks?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
3 in 5 use two or more devices to access Twitter
84%
67%
30%
26%
[PC/Laptop only]
32%
[Mobile +
PC/Laptop]
4%
[PC/Laptop
+ Tablet]
Tablet
PC/Laptop
Mobile
Phone
11%
[Mobile only]
2%
[Mobile
+ Tablet]
2%
[Tablet
Only]
23%
[All 3
Devices]
23% use Twitter on all 3 devices
13. @TwitterAds|Confidential 13
Base: All Q6: Which devices do you use to access these social networks?
Q7: And, which device do you use MOST OFTEN to access these social networks?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
84%
67%
30%
13% 12%
0%
15%
30%
45%
60%
75%
90%
PC/Laptop Mobile
phone
Tablet e-Reader/
Music player
Games
console
Device used to access Twitter
1
2
3
4 5
Primary Device used to access Twitter
56%
primarily use
PC/Laptop
1: PC / Laptop
2: Mobile Phone
3: Tablet
4: Games console
5: e-reader/Music player
For over half (56%), the primary way to access Twitter
is by using a PC/Laptop
Whilst for 37% mobile phone is the primary device
14. @TwitterAds|Confidential
A wide range of Twitter features are used daily
Base: All Q8: Thinking about Twitter specifically, how frequently do you do the following? A: Daily
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
ReTweet
56%
Tweet Photos
46%
Search
52%
Send Direct
Messages
47%
Reply to
Tweets
57%
Tweet
59%
View Twitter
profiles
58%
Check
Trending Topics
66%
Read Direct
Messages
58%
Click on links
59%
Find accounts
to follow
45%
Favourite
Tweets
52%
Read Tweets
on the timeline
64%
Tweet Videos
41%
Tweet using
Hashtags
49%
Quote
Tweets
49%
14
ConductDaily
15. @TwitterAds|Confidential
Base: All Q10: On weekdays and weekends, when during the day do you use Twitter?
Ranked by biggest differences between weekday and weekend usage
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Locations for Twitter use differ throughout the week
15
Users slightly more likely to use Twitter whilst watching TV during weekdays
48% 48%
41% 41% 42%
45%
32%
26%
19%
21% 23% 20% 20%
26%
31%
39%
29%
20%
Weekday Weekend
Atwork
Commutingto/
fromhome
Duringwork/
school/university
break
Atschool/
university
Atlunch
Whilewatching
TV
Atbreakfast
Visiting
landmarks/
attractions
Inthebath/
shower
Weekday preferred usages Weekend preferred usages
16. @TwitterAds|Confidential 16
Most Twitter users Tweet about humorous
content and what they are thinking
Base: Those that Tweet Q13: You mentioned earlier you Tweet. What do you Tweet about?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
47% 47%
42% 41% 41%
38% 37%
30% 29% 28% 26% 24% 23% 21% 21% 19%
0%
10%
20%
30%
40%
50%
Socialisingwith
friends
NewsandSport
Tweetpictures
Politics
Music
AboutwhatIam
doing
Films
Tweetvideos
TVshows
Celebrities
Sharelinkstoother
websites
Holidays
Brands/products
Work
AboutpurchasesI
wanttomake
Aboutpurchases
I'verecentlymade
53%
Jokes / Humour
48%
About what I am thinking
18. @TwitterAds|Confidential
18
Mobile Device = Smartphone &/or Tablet
Base: All Q6: Which devices do you use to access these social networks?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
73%
use a mobile device
to access Twitter
Mobile is at the heart of Twitter
19. @TwitterAds|Confidential
Twitter mobile users are engaged
19
56%
65%
0%
25%
50%
75%
100%
Avg. Twitter User Twitter | Mobile
(Primary) User
Once a month or less
Several times a month
Once a week
Several times a week
Once a day
Several times a day
[1.2x]
Mobile Device = Smartphone &/or Tablet
Base: Twitter Mobile users Q7. And, which device do you use MOST OFTEN to access these social networks A: Twitter
Base: All, Twitter mobile (primary) users Q5: On average, how frequently do you use the following social networks? A: Twitter
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Frequency of Twitter Usage
of Twitter mobile
users state that
mobile devices
are the primary
way they access
Twitter
56%
Those that use Twitter primarily on their mobile are 1.2x more likely to
engage several times daily than average Twitter users
[ ] more likely to than the
average Twitter user
20. @TwitterAds|Confidential
Mobile Device = Smartphone &/or Tablet
Base: All, Twitter mobile (primary) user Q11: And when during the day do you use Twitter?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Mobile users are more likely to engage with Twitter
through most of the day on weekdays
20
0%
20%
40%
60%
Midnight
-7am
7am-9am
9am-noon
Noon-3pm
3pm-6pm
6pm-9pm
9pm-
midnight
Weekdays
0%
20%
40%
60%
Midnight
-7am
7am-9am
9am-noon
Noon-3pm
3pm-6pm
6pm-9pm
9pm-
midnight
Weekends
When Twitter users’ are active on Twitter
When Twitter Mobile (Primary) users’ are active on Twitter
Particularly more active than the average Twitter user up to 3pm on a
weekday
21. @TwitterAds|Confidential
Simultaneous engagement
21
59%of Twitter Mobile
(primary) users use
Twitter whilst
watching TV
Compared to 55% of average
Twitter users
Index v Average Twitter User. Mobile Device = Smartphone &/or Tablet
Base: Twitter Mobile (Primary) user Q10: On weekdays and weekends, when during the day do you use Twitter?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
22. @TwitterAds|Confidential
Twitter mobile users engage with brands
22
Mobile Device = Smartphone &/or Tablet
Base: Twitter Mobile (Primary) users Q9, Q10, Q13, Q18, Q36a [Full questions in notes]
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
1 in 4
use Twitter to
discover
new brands/
products
3 in 5
use Twitter to
follow
brands/
companies
1 in 5
Tweet
about
brands /
companies
1 in 2
use Twitter
whilst
shopping
Twitter Mobile (primary) users…
Brands have the potential to leverage this engagement
23. @TwitterAds|Confidential
Twitter mobile users engage with brands because they
like them & to hear about promotions
23
Mobile Device = Smartphone &/or Tablet
Base: Twitter Mobile (Primary) users Q18. Please select the following the types of Twitter accounts/
people that I follow A: Brands/companies
Base: Twitter Mobile (Primary) brand followers Q25. Why do you follow brands/companies on Twitter?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
26%
27%
27%
28%
31%
33%
42%
44%
46%
46%
0% 25% 50%
Take part in competitions/
contests
I'm a current customer
Get freebies
Leave feedback about my
experiences with brand
Customer service and support
They Tweet interesting/
entertaining content
Stay up to date with news about
brand/company
Learn about new product/service
releases
To be notified of special offers/
promotions/sales
Like the brand
61%
of Twitter Mobile
(primary) users
follow brands/
companies on
Twitter
Why they follow brands…
24. @TwitterAds|Confidential
Twitter on mobile delivers on hard metrics
24
Mobile Device = Smartphone &/or Tablet
Base: Twitter mobile (primary) users who follow brand/company
Q29: As a result of following brands/companies on Twitter, have you done any of the following?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
As a result of following brands/companies
Twitter Mobile (Primary) users …
1 in 2
visited the
brands website
34%
searched for
the brand/
product on the
internet
37%
Found out more
info about a
brand
44%
have bought
the brand/
product
38%
Tweeted about
a positive
experience
1 in 2
Looked at
reviews and
recommendations
26. @TwitterAds|Confidential
26
Base: All Q18: Please select the following the types of Twitter accounts/
people that: you follow Base: Brand Followers Q19. Have you ever
unfollowed any of the following on Twitter?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
64%
Follow brands/companies
2 in 3 of whom, have never unfollowed a brand
Once you persuade them to follow you,
you’re part of the ongoing conversation…
75%
of those who follow brands /companies
are potential new customers
[25% are current customers]
27. @TwitterAds|Confidential
Twitter users follow a wide range of brands and
are keen to hear more
27
48%
41%
38%
37%
36%
36%
34%
32%
32%
31%
29%
29%
28%
23%
23%
23%
22%
22%
22%
17%
61%
53%
52%
60%
61%
36%
56%
60%
48%
61%
62%
60%
54%
52%
42%
50%
61%
44%
43%
59%
-10%
0%
10%
20%
30%
40%
50%
60%
70%
SportsTeams
NewsandMagazines
TVChannelsorTVShows
PoliticalParties/Groups
Movies
FMCG(Net)
DealSites
Mobilephonenetworksor
manufacturers
MusicShopsorRecordLabels
TechnologyorConsumer
ElectronicsCompanies
CarCompanies
Fashion&ClothingBrands
VideoGames
Banks/Insurers/CreditCard
Companies
Travel&Transport
Luxurybrands
BeautyandCosmetics
Governmentservices
Restaurants
Retailers
Follow
Want to hear more from
Base: Followers Q23: Do you follow any of these types of accounts on Twitter?
Base: Category brand followers Q30: You mentioned you followed the below types of brands/companies on Twitter.
In the future, which of the following do you want to hear more from on Twitter?
Source: Nielsen Twitter Consumer Re-contact Survey, Turkey, March 2014
28. @TwitterAds|Confidential
Most likely reasons to follow brands are because they
like them & to know of new releases/offers/news
28
Base: Brand followers Q25: Why do you follow brands/companies on Twitter?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
22%
22%
24%
25%
27%
27%
28%
29%
30%
30%
44%
45%
46%
49%
0% 25% 50%
For news/information relating to my job/career
To search/find out about jobs
My friends follow/recommended to follow the brand
I'm a current customer
For access to exclusive content
To leave feedback about my experiences with the
brand
To take part in competitions/contests
To get freebies
For customer service and support
They Tweet interesting/entertaining content
Stay up to date with news about the brand/company
To learn about new product/service releases
To be notified of special offers/promotions/sales
I like the brand
Brand Followers: Why they follow brands…
29. @TwitterAds|Confidential
Twitter closing the loop
29
63% read Tweets about people
talking about brands
60% read Tweets about
purchases people have
recently made
35% use Twitter to
read about
brands
34% use Twitter to
discover brands
61% read Tweets about
recommendations about
brands
41% found out more
info about a brand
40% searched for
brands on the web
52%
Retweeted
brands’ Tweets
in the last 3
months
38% sent Tweets
to brands in the
last 3 months
34% favourited
a brand’s Tweet
in the last 3
months
24% Tweet
about
purchases they
wanted to
make
49% visited a
brands’ website
24% visited a
brand's physical
location
45% bought the
brand/product
34% Tweeted
about a positive
brand experience
21% Tweeted
about
purchases
recently made
On The Radar
Research
Signal
Further Investigation
Closing The Loop
Purchase
64% follow brands/companies on Twitter, of whom…
30. @TwitterAds|Confidential
Twitter closing the loop
30
Base: Brand followers Q9, Q13, Q14, Q26, Q29 [Full questions in notes]
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
64% follow brands/companies on Twitter, of whom…
On the radar Research Signal Further
investigation
Purchase Closing the
loop
63% read Tweets
about people
talking about
brands
61% read Tweets
about
recommendations
about brands
52% Retweeted
brands’ Tweets in
the last 3 months
49% visited a
brands’
website
45% bought the
brand/product
34% Tweeted
about a positive
brand
experience
60% read Tweets
about purchases
people have
recently made
41% found out
more info about a
brand
38% sent Tweets
to brands in the
last 3 months
24% visited a
brand's
physical
location
21% Tweeted
about purchases
recently made
35% use Twitter
to read about
brands
40% searched for
brands on the web
34% favourited a
brand’s Tweet in
the last 3 months
34% use Twitter
to discover
brands
24% Tweet about
purchases they
wanted to make
A purchase Tweeted
about is another
purchase INSPIRED
31. @TwitterAds|Confidential 31
Value of a follower
As a result of following brands/companies
followers are…
Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
49%
visited the
brands website
40%
searched for
the brand/
product on the
internet
41%
Found out more
info about a
brand
45%
have bought
the brand/
product
34%
Tweeted about
a positive
experience
49%
Looked at
reviews and
recommendations
32. @TwitterAds|Confidential 32
Base: Brand followers Q26: Have you done any of the following in the last 3 months?
Q27: You stated that you have retweeted content from brands/companies. Which of the following
describes why you retweet them?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Brands are amplified for their likeable & interesting
content
PhotosTweets Videos
54%have retweeted brands
in the past 3 months….
38% 28% 27% 32%
35%
38%
39%
40%
46%
47%
50%
58%
0% 20% 40% 60%
Thought content was funny
Receive freebies
Receive a special offer/
discount/sales
Encourage my followers to
follow brand
Enter competitions/contests
Show my support for company
Thought content was
interesting
Wanted my followers to see
content I am interested in
Liked the content
Why they retweet brands…
Brand Followers
33. @TwitterAds|Confidential 33
Base: Brand followers Q19: Have you ever unfollowed any of the following on Twitter?
Base: Brand followers who have unfollowed brands Q31: You mentioned earlier you have unfollowed
brands/companies on Twitter before. Why did you do so?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
2 in 3 have never unfollowed brands – once
activated, they are with you for the long haul
of brand followers
have unfollowed a
brand/company
on Twitter
36%
Brands have to maintain interest/relevancy and offer more promotions, while
being mindful of negative experiences with brand to avoid being unfollowed
23%
25%
29%
30%
30%
31%
35%
35%
35%
37%
42%
0% 25% 50%
They retweeted too many Tweets
Too many spam messages
Not enough competitions/contests
Too many Tweets
Not enough freebies
Not enough information about
products/services
Tweets were not relevant
Not enough promotions/special
offers/sales
No longer like/interested in the
brand/company
Had a negative experience with the
brand
Their Tweets were not interesting
Why they unfollow brands…
34. @TwitterAds|Confidential 34
Followers communicate positive brand experiences
Base: Brand Followers Q29: As a result of following brands/companies on Twitter, have you done any of the following?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
15%
Spoke about a negative
experience with friends
18%
Tweeted about a
negative experience
28%
Spoke about a positive
experience with friends
34%
Tweeted about a
positive experience
There is opportunity on Twitter for brands to also address negative comments
Brand Followers…
36. @TwitterAds|Confidential
87%
of Twitter users
recall seeing
promoted content
36
Base: All Q35: You may or may not have noticed before today, but brands
and accounts are able to pay for ‘Promoted’ content which appears on
your Twitter feed. Which of the following types of advertising on Twitter
have you seen before today?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
37. @TwitterAds|Confidential
Awareness is strong amongst consumers
37
of the 87% of
Twitter users that recall
seeing promoted
content
55%
are aware of
Promoted Accounts
63%
are aware of
Promoted Trends
52%
are aware of
Promoted Tweets
Base: All Q35: You may or may not have noticed before today, but brands and accounts are able to pay for
‘Promoted’ content which appears on your Twitter feed. Which of the following types of advertising on Twitter have
you seen before today?
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
38. @TwitterAds|Confidential
Twitter users don’t find advertising on Twitter
intrusive
38
Base: Aware of promoted activity Q36a: Thinking specifically about advertising on Twitter, please indicate how
strongly you agree or disagree with the following statements: A: Strongly/Somewhat agree [+neither for ‘Don’t mind]
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
1 in 2
Advertising on
Twitter is fun and
entertaining
57%
Think advertising on
Twitter is relevant
53%
Find advertising on
Twitter useful+
3 in 4
Don’t mind/are neutral
towards advertising on
their Twitter timeline
39. @TwitterAds|Confidential
Get noticed
39
Base: Aware /Not aware of promoted activity Q9, Q10, Q13, Q18 [Full questions in notes]
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
75%
more likely to
use Twitter to
discover
new brands/
products
43%
more likely to
use Twitter to
follow
brands/
companies
60%
more likely
to Tweet
about
brands /
companies
38%
more likely to
use Twitter
whilst
shopping
Those aware of Promoted activity on Twitter are…
than those who are not aware
40. @TwitterAds|Confidential
Encourages to engage with Promoted Tweets to
impact key advertising / brand metrics
40
Note: Global Norms based on x number of studies: brand awareness: 17, message association: 36, intent:73
Lift means proportional uplift between control/exposed and non-engager/engager
Source: Nielsen Brand Effect for Twitter
Standard Norms Lift Non-Engager v. Engager
Brand Awareness +30.3%
Purchase Intent +41.9%
Message Association +50.4%
Nielsen Brand Effect for Twitter | Global Norms
42. @TwitterAds|Confidential
55%
of whom, very often or sometimes use
Tablet
88% 72%77%
PC/LaptopMobile Phone
Base: All Q10: On weekdays and weekends, when during the day do you use Twitter?
Base: Those that use Twitter whilst watching TV Q32: How often do you use Twitter on the
following devices whilst watching TV? A: Very Often/Sometimes
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
use Twitter whilst
watching TV
Simultaneous engagement
42
43. @TwitterAds|Confidential
Base: Those that use Twitter whilst watching TV (Very often/sometimes) Q33: You mentioned you used Twitter whilst
watching TV. How frequently do you do the following on Twitter whilst watching TV? A: Very Often/Sometimes/Rarely
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Furthering brand interaction with consumers
Brands have an opportunity to interact with consumers across multiple
platforms in a synergistic manner
43
83% Tweeted about a TV advert
airing during the TV show
83%
Searched on Twitter for a
brand/product seen on a
TV advert
45. @TwitterAds|Confidential
45
Twitter is an everyday activity
74% of users visit Twitter everyday & 56% engage several times a day.
Mobile is at the heart of Twitter
73% use a mobile device (phone and/or tablet) to access Twitter. 56%,
of whom, state that mobile devices are the primary way they access Twitter.
Followers are part of the ongoing conversation
64% follow brands/companies. 2 in 3 of whom, have never unfollowed a
brand.
Source: Nielsen Twitter Consumer Survey, Turkey, March 2014
Twitter can enhance the TV experience and further brand
interaction with consumers
55% use Twitter whilst watching TV, actively engaging about the TV show
and brands advertised .
Twitter Sports Enthusiasts are 1.2x more likely to dual screen. An opportunity
for brands to leverage Twitter to engage with Sports Enthusiasts before,
during and after the upcoming FIFA World Cup.
Get noticed
87% of Twitter users recalled seeing promoted content. Those aware
are more likely to use Twitter to discover new brands/products.
75% of those who follow brands/companies are potential new customers
[only 25% are current customers].
