Majority of UK Digital Retailers Now Tweet Back - eMarketer

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Majority of UK Digital Retailers Now Tweet Back

Average revenue per Twitter visitor rose 64.3% year over year in Q4 2013

February 13, 2014

UK digital retailers appear to be embracing customer engagement on Twitter, with the majority now responding to questions via the social network, according to recent research.

In a January 2014 report by MICROS, 50.2% of UK digital retailers that received a direct tweet with a question last year replied to the inquiry on the social platform. Though this was a year-over-year increase of just 3.2 percentage points, it was 37.9 points higher than the percentage of retailers doing so in 2011—indicating tremendous growth in customer interaction on Twitter between 2011 and 2013.

UK Digital Retailers that Respond to Customer Questions via Twitter, 2011-2013 (% of total)

Customer engagement on Twitter may be one factor fueling sales via the social network. Adobe Digital Index found that between Q4 2012 and Q4 2013, UK retailers saw average revenues per Twitter visitor leap from 28 pence (44 cents) to 46 pence (72 cents). Though the actual amount was lower than Facebook’s 69 pence ($1.08) and Pinterest’s 88 pence ($1.38), Twitter experienced the largest jump year over year—nearly 64.3%.

Average Revenue per Visitor for Select Social Networks Among UK Retailers, Q4 2012 & Q4 2013

eMarketer expects the UK Twitter audience to grow 13.4% this year to hit 13.6 million, representing 41.5% of the country’s social networkers, 27.3% of internet users and 21.1% of the population. As user penetration remains on an upward trajectory, retailers will likely continue to jump on the Twitter bandwagon.


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