According to an Accredited Supplier poll of 1200 UK businesses currently using Twitter, 48% think Twitter will be the world’s largest social media property by 2020.
The study also found that 22% of UK business users would be prepared to pay for additional features, while only 16% can claim to have achieved a return on investment so far.
The poll revealed:
Will Twitter be largest social media property by 2020?
48% Yes
31% No
21% Unsure
For what purpose do you currently use Twitter?
62% Branding
15% Sales
33% Both
How often do you tweet?
14% Daily
21% Weekly
22% Monthly
43% Less than monthly
Have you achieved a return on investment through Twitter so far?
16% Yes
84% No
Would you pay to get additional business functionality on Twitter?
22% Yes
36% No
42% Unsure
A large majority of those polled are using Twitter for branding purposes, rather than as a tool to drive sales for their business. This could account for a weak return on investment among marketers, possibly dampening future revenue opportunities for Twitter.
Another reason for weak return on investment numbers could be tweet volume, with 43% failing to tweet even once a month. With a bullish outlook on Twitter’s future, businesses may be investing in Twitter’s potential in getting started today.
In a Newsnight interview earlier this year, Twitter CEO Evan Williams revealed the UK is second only to the US in terms of Twitter user numbers. He also revealed London has the largest user numbers among any city.
Poll Published: 9 December 2009
