Legal Research

Twitter’s Retention Rate Is 40%. Should They Be Concerned?

NielsenWire reports that 60% of new Twitter users do not return to the site:

“Twitter has enjoyed a nice ride over the last few months, but it will not be able to sustain its meteoric rise without establishing a higher level of user loyalty. Frankly, if Oprah can’t accomplish that, I'm not sure who can.”

The Wall Street Journal’s Digits blog follows up with the question, “So what does it all mean –- and does it even matter?”

Well lemmee jump in here and say this: you don’t actually have to visit Twitter.com once you set up your account. You can send Tweets from your phone, for example. I use Twitterfeed to dump (and “dump” is a totally appropriate word wrt the commentary I produce on a daily basis) my blog posts to my Twitter stream. I don’t go to Twitter to read ‘em again. Nielsen didn’t acknowledge any of this in their post (although one commenter did.) So as far as I’m concerned, we still don’t know what Twitter’s retention rate is.

Full post as published by Jenkins Webblits on April 29, 2009 (boomark / email).