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Update Return of the Twitter Quitters
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Update Return of the Twitter Quitters

David Martin, Vice President, Primary Research, Nielsen Online



Our recent post about how the majority of people who use Twitter wind up abandoning the service received a lot of great coverage and feedback. We also received a healthy amount of criticism from the Twitter community who were concerned that our study sold Twitter short because it failed to take into account applications and other websites that feed into the Twitter community.

So, as an update, we went beyond just Twitter.com, adding in more than 30 websites and applications that feed into the Twitter community including: TweetDeck, TwitPic, Twitstat, Hootsuite, EasyTweets, Tumblr, and many others.

The results verified our initial findings: about 60 percent of people on Twitter end up abandoning the service after a month. The year-long retention curve looks very much the same as the one for just Twitter.com.

Clearly, this exercise illustrates the power, passion, and influence of the Twitter community. There is no question that this finding would not have spread as quickly as it did without the engaged and vocal user base that has adopted Twitter as a way of life.

Keep the feedback coming, no matter how you feel about this issue. We look forward to continuing to provide you with timely and engaging insights on this and other topics.

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