#StartWithThem: What Makes Twitter’s Aussie Audience Unique

Surfing is a way of living in Australia and young and mature sporty women go surfing every morning.
SHARE
THIS



In a global study conducted across 23 markets, Twitter investigated why people turn to Twitter and what makes their experience unique and special on our platform.

The results were fascinating, as they were largely consistent across the globe: Twitter’s audience operates in a receptive mindset when using the platform, and the audience is also highly influential across a vast array of topic categories.

Here’s what Twitter found out about our Australian audience.

#brandlove

Twitter isn’t a place where brands are just tolerated, they’re encouraged to be present and actively engaging and tweeting, with a vast majority of users following brands on Twitter (76 per cent).

They are also more likely to be loyal to brands they love and become ambassadors as they can discuss directly with brands and share it.

Over half of Australian users publish their opinions on Twitter and two thirds look for opinions on products, services, or brands on the platform (76 per cent).

Not only do users share what they think with others, more than half also have conversations directly with brands (62 per cent).

This is consistent with a lot of the research we’ve done in the past that shows having more of a presence on Twitter makes brands seem more responsive, open, and caring.

And because users are in a discovery mindset, they are more likely to consume and memorise brand messages.

For Australians, Twitter is the best place to see what’s happening, discover, share, and engage with brands.

Conversations with and about brands are happening on Twitter, so it’s the ideal place to have a voice, be a part of conversation, launch new stuff, share information, and connect on shared passions.

#passion & #influence

Australian on Twitter are more passionate about the topics they care about and being informed is something they feel is important.

They over index on influence across a wide range of areas of interest and across all product categories Twitter measured.

PassionInfluence.jpeg.img.fullhd.medium

For Australians on Twitter, sharing is caring. They’re more likely to share great content they find, give their opinion about the things they’re interested in and advise their friends and family about a purchase (+68 per cent vs. the online population).

Twitter is what’s happening

Twitter continues to be where Australians turn to find out and discuss what’s happening, in real-time, whether they’re interested in #auspol, #aleague, or #TheBachelorAU.

In fact, half of Australian users say when something isn’t discussed on Twitter, they question how important it really is.

Whatshappening.jpeg.img.fullhd.medium

To keep up to date with the latest news, users visit Twitter frequently, with half visiting multiple times each day.

The vast majority of users say they see news on Twitter first, before TV (89 per cent), and users consider Twitter to be a trustworthy source of information (61 per cent).

They also appreciate seeing diverse perspectives on the platform, so they have a more holistic view on the topics and events they care about.

#discovery

Twitter users are explorers, who say they learn new and valuable things on the platform (76 per cent), and things they hadn’t seen before (59 per cent).

They’re more open-minded, more likely to want to discover new things, and are more likely to be the first to try new stuff.

Discovery.jpeg.img.fullhd.medium

Twitter users are leaders, who are also more likely to try and buy new products (+47 per cent and +47 per cent vs. Facebook users)

Please login with linkedin to comment

australians Twitter twitter user twittersphere unique

Latest News

Is B2B Marketing Missing Its Emotional Touch?
  • Media

Is B2B Marketing Missing Its Emotional Touch?

B2B marketers could learn a thing or two from their B2C colleagues, argues WP Engine VP APAC sales Mark Randall in this guest post. It surprises me how many B2B organisations are not quite hitting the mark when it comes to reaching their audience. When talking directly to businesses, many brands are missing an opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Burger King Trials Reusable Packaging
  • Media

Burger King Trials Reusable Packaging

Here's a top initiative from Burger King that does kinda sound like a slightly tedious Craig Reucassel documentary.

by B&T Magazine

B&T Magazine
Smarter Use Of Art & Science Stretch Auto Budgets Further
  • Media

Smarter Use Of Art & Science Stretch Auto Budgets Further

The majority of adverts uploaded to Facebook aren’t created for Facebook as its priority. This is causing huge inefficiencies and poor performance for brands, many of whom are facing up to shrinking budgets. Tom Phillips (main photo) managing director at Connecting Plots shares lessons from 12 campaigns they optimised for auto brands… It’s no secret […]

Opinion

by B&T Magazine

B&T Magazine
Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW
  • Media

Young Guns Take The Lead With The First PRIA University Mentoring Program In NSW

On Wednesday, 21 October 2020, the PR industry was bolstered by the launch of the Public Relations Institute of Australia’s (PRIA) first University Mentoring Program in New South Wales, adapting the traditional face-to-face program to a virtual format for the first time. In collaboration with the University of Technology Sydney (UTS), the PRIA NSW Young […]

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data
  • Media

JCDecaux Teams Up With MyPayNow To Serve Real-Time Data

JCDecaux has developed a dynamic digital campaign with live timetable data where commuters can access their money from MyPayNow while waiting for the bus. In an exclusive nationwide Out-Of-Home campaign, JCDecaux’s SMARTFRAME digital assets are broadcasting bus arrival times, letting commuters know how far away their next bus is – and just how easy it […]

Rokt Secures $US80M Series D Investment Round
  • Technology

Rokt Secures $US80M Series D Investment Round

Rokt has today announced an investment of US$80M. The capital will help accelerate research & development and support the expansion of its client base into new verticals and geographies as Rokt continues to make e-commerce smarter, faster, and better. The funding round was led by Rokt’s largest institutional shareholder TDM Growth Partners , and supported […]

Nature Invests In New Team Members And Innovation
  • Marketing

Nature Invests In New Team Members And Innovation

Leading strategic insights consultancy Nature today announced it has hired several key new team members and restructured senior roles to increase its focus on innovation, including new technology and data sources.

PayPal And Buy From The Bush Launch New Marketplace
  • Media

PayPal And Buy From The Bush Launch New Marketplace

PayPal Australia and Buy From The Bush have joined forces to launch a new online marketplace to showcase rural Australian small businesses in time for Christmas. The expanded partnership aims to build stronger connections between bush businesses and Australians in cities and suburbs across the country. The new Buy From The Bush Marketplace is an […]

Wednesday TV Wrap: Gruen Takes A 200K Hit
  • Media

Wednesday TV Wrap: Gruen Takes A 200K Hit

Gruen plummets 200,000 viewers in just one week. However, that's not to say Highway Patrol went up a similar amount.

by B&T Magazine

B&T Magazine
Philippe Krakowsky Named New IPG CEO
  • Advertising
  • Media

Philippe Krakowsky Named New IPG CEO

Philippe "Crackers" Krakowsky named new IPG global CEO. However, says he only uses Crackers on less formal occasions.