Data pick of the day: 75% of Twitter active users purchase products online
On September 9, 2014, Twitter announced that it was “beginning to test a new way for you to discover and buy products”, with a small percentage of US users gaining access to a ‘Buy’ button that allows them to purchase items from within a Tweet.
Launching on mobile first – but with other platforms on the horizon for a later expansion – Global Web Index figures show why the new feature is likely to resonate strongly with the Twitter audience.
At a global level, 75 per cent of the service’s active users say that they have purchased a product online within the last month – a figure which rises to 80 per cent + in regions such as US and UK. Significantly, though, it’s on mobiles and tablets where active Twitter users over-index the most compared to all internet users; nearly half (47 per cent) have purchased a product via a mobile within the last month, while just over a quarter (27 per cent) have done the same via a tablet. Little wonder, then, that Twitter is looking to make “shopping from mobile devices convenient and easy.”
