#StartWithThem: What Makes Twitter’s Aussie Audience Unique
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.
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.
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.
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)
Latest News
Paper Moose Creates Virtual Experience To Help UTS Leap Pandemic Hurdles
The University of Technology Sydney (UTS) has launched a new 360 video tour of their innovative Sydney CBD campus, via Paper Moose, aimed at attracting both international and Australian students. It’s been a rough couple of years for Australian universities, forcing them to think outside the box to attract both local and international students to […]
Initiative Studio Teams With Pernod Ricard’s Rosé Spritz For Post-Lockdown Promo
After a long few months in lockdown for Sydneysiders, the NSW Premier announced that gatherings of five double-vaccinated people could go ahead in outdoor areas from September 13th. Pernod Ricard’s Rosé Spritz brand ‘Rosie’ is celebrating this by giving away luxe picnics for 100 Sydney siders throughout the eastern suburbs, inner city and inner west. Teaming […]
Samsung Announces Finalists For UNDSCVRD Tiktok Docu-Series
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Cricket’s Big Bash Enlists Tones And I And Nike For Season Launch
The Big Bash has joined forces with Aussie music superstar, Tones And I, to launch the League’s second decade and a bold new look from apparel partner Nike. The League has welcomed Tones And I as an ambassador for the KFC BBL|11 and Weber WBBL|07 competitions, with her music to be heard throughout the summer […]
Kate Silver Promoted To General Manager Of Leo Burnett Melbourne
Leo Burnett Australia CEO, Emma Montgomery, is pleased to announce the promotion of Kate Silver to the role of General Manager, Leo Burnett Melbourne. This appointment sees Silver stepping up from her current role as chief client partner. She will continue to play a role in leading the team across key client partnerships for brands […]
Indie Agency Kaimera Expands With New Hires
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
PubMatic Research: IDFA Changes Provide New Opportunities To Engage Mobile Consumers
Susan Wu is the Senior Director, Marketing Research at PubMatic. Here, she looks at how Apple’s iOS 14.5 update is already creating new opportunities for advertisers, their agencies, and publishing partners. Apple’s 14.5 update to iOS sent advertisers and other platforms (we’re looking at you, Facebook) scrambling to figure out how to track users who […]
Nine’s Love Island Australia Gets Premiere Date
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo Expands Down Under With Multi-Year Shopify Partnership
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]
Why Partnerships Are Key For The Comeback Of Travel Marketing
This expert takes a look at travel post-lockdown. B&T says just include a 'drinks package' & we don't care where we go.
Thinkerbell Wins The Salvos’ Strategy & Comms
There is no finer folk than the goodly Salvos. After all, who couldn't do with a little more tambourine in their lives.
Progress Unveils Sitefinity DX 14.0 Platform
Progress has today announced the availability of Progress Sitefinity DX 14.0. This agile, flexible and extensible platform allows organisations to create an ideal digital experience platform (DXP) tailored to their unique needs and objectives with new capabilities for low-code integration and chat-driven engagement, as well as enhanced headless content delivery. The digital world is transforming […]
Amazon Prime Video And LADbible Australia Team Up For Investigative Doco Series UNHEARD
Amazon Prime Video today announced a ground-breaking new six-episode documentary series, UNHEARD, the first feature produced by LADbible Australia Originals and with production funding from Screen Australia.
AACTA’s Reg Grundy Award Returns For 2021
These awards are a fitting tribute to the late, great Reg Grundy. And by that we don't mean your underpants.
Snap Appoints Jacqueline Beauchere To Global Head Of Platform Safety
Today Snap announces longtime online safety advocate Jacqueline Beauchere (formerly Microsoft) as its first Global Head of Platform Safety, part of Snap’s long-held and ongoing commitment to the safety and wellbeing of Snapchatters.
Man Who Ate 259 Pizzas In The Past Year Named Domino’s’ Biggest Pepperoni Fan (& Wins Year’s Supply)
Domino's biggest fan wins a year's supply of pizza. However, doubts cast whether he'll live long enough to claim prize.
Courtney Act, Ricki-Lee, Grant Denyer And More Cast In Second Season Of Dancing With The Stars: All Stars
Sadly, Alan Jones, John Barilaro or Ben Robert-Smith NOT named in cast of Dancing With The Stars: All Stars.
Australia’s Favourite Streaming Services Revealed
No surprises on who's topped our favourite streaming services. Unless you went for Fetch, then there's real surprises.
Confirmed! Tony Armstrong Does Have An OnlyFans Account
Tony Armstrong confirms he has an OnlyFans account. And, better still, he confirms he'll be keeping his clothes on.
Seven Announces The David Leckie Scholarship Program
Always wanted to work in TV? Then this scholarship is for you. Being attractive with good teeth probably helps too.
Tangram Signs Strategic Partnership With monday.com
Tangram has announced that they have signed a partnership with monday.com. the work operating system (Work OS) where organizations of any size can create the tools and processes, they need to manage every aspect of their work. Israeli-based monday.com and Australian-based Tangram form an irresistible team of experts offering unique solutions to agency problems. monday.com […]
New Confused.Com Study Shows BMW Is The World’s Most Photographed Car Brand
Study finds BMW is the most photographed car brand. And it appears all bad news for owners of the Camira or Tarago.
Sunday TV Wrap: Brownlows Rake In Just Under 900,000
Admittedly, B&T only tunes in to the Brownlows to see all the frocks. And to see Sam Newman make an idiot of himself.
Unwrapping Retail Insights And Trends With Microsoft Advertising
Be first with the all the latest retail trends with this report. Sadly, no news on the return of the Bunnings sausage.
The Monkeys Play For Laughs In New Work For Nearmap
Here's some fun stuff from The Monkeys team. After six views, B&T's still not sure what it's even advertising, however.
Sorrell’s S4 Makes Latest Play Snaring Tech Service Provider Zemoga
Sir Martin forced to queue for an hour down his local bank branch as chequebook runs dry following latest acquisition.
AAMI Reunites TV Lovebirds Rhonda & Ketut For Pro-Vax Ad Via Ogilvy
AAMI reprises Rhonda & Ketut for new pro-vax ad. Still hiring supermodels in its call centres by the looks of things.
SCA Appoints Two New Senior Sales Insight Directors For SCA IQ
SCA appoints two new senior sales directors who claim to have never even heard of that Sandilands fellow.
Yahoo Australia Inks Deal With Google For News Showcase
In further evidence the tech giants can play nice comes this news. Yet, Apple & Facebook still at each other's throats.
Commercial Radio Ad Revenue Up 16.8% In August
Commercial radio ad revenues soar for August, as Alan confirms he's still waking up at 3.30am after all these years.
