Kantar Media Compete and Twitter have worked together to
understand the impact of Tweets posted by retail companies.
Specifically, we wanted to know whether Tweets influence consumer
behaviour; are people exposed to a retailer Tweet more
likely to visit that retailer's website and eventually purchase
from that retailer?
To answer these questions, Compete observed 2,600 US-based
Internet consumers who saw Tweets from almost 700 different
retailers such as Amazon, Nike and Walmart from August to
mid-October. We limited the scope of the study to desktop browsing
only (no mobile or table activity) and exposure on Twitter.com only
(no Twitter clients were included in the analysis). We also studied
the behaviour of two control groups comprised of a
similar set of consumers who visited Twitter but did not see
retailer Tweet and who were simply average internet users.
Compete and Twitter uncovered two key findings:
1. Twitter users who see Tweets from
retailers are more likely to visit retail sites
Twitter users who were exposed to retailer Tweet visit those
retailer websites at a higher rate (95%) than general internet
users (90%). This finding is true for both mass retail sites as
well as specific categories and becomes even more pronounced for
more niche parts of the retail industry.
2. Twitter users who see retailer Tweets are more likely
to make online purchases
During the timeframe that Compete analysed, 27% of general
internet users bought something from a retail website; however,
Twitter users made purchases at a rate of 33% from the same sites.
When Twitter users were exposed to a Tweet from a retailer, that
purchase rate increased to 39%. This represents a lift of 1. 4X and
1.2X, respectively, and is true across a variety of retail
To understand the key takeaways from this research, download the
full Kantar Media Compete Tweets In Action: Retail study
below, or visit the Kantar Media Compete blog.
Source: Kantar Media