New data from Experian Simmons DataStream indicates consumers are visiting Twitter more regularly than ever before. The data suggests that marketers hoping to reach a tweeting audience will have many opportunities to engage users of the microblogging site, but they have to provide content that is fresh.
While the data reveals that users are visiting the site 37 percent more frequently than last year, it also indicates that they are spending less time on the site per visit. The average time of a typical Twitter session in November 2010 was 13 minutes, 12 seconds, while the average time per session in November 2009 was more than 15 minutes.
While Americans' Twitter time per session has dropped, the increased frequency of visits has translated into Americans spending more overall time on the microblogging site. U.S. consumers spent about two hours and 12 minutes reading Tweets during the month of November, up from one hour and 51 minutes the year before.
This means marketers who want to catch consumers' interest should consider making fresh, regular posts that will offer new and timely insight to users. Compelling content will be needed to keep users with short attention spans engaged.
It seems many marketers also plan to advertise on Twitter to help their businesses stand out on the social site. As Brafton has reported, Twitter's ad revenue is expected to surpass $150 million this year.