Twitter is advising advertisers to remember the importance of mobile targeting claiming “primary mobile users” are 57 per cent less likely to use the network via their desktop compared to “average Twitter users.”
While the study, conducted with research firm Compete, found 60 per cent of Twitter users access the network at least once a month on a mobile, its smartphone and tablet users are the most engaged.
Taylor Schreiner, Twitter’s co-head of ad research, says: “Target messages by device to optimise reach and drive on the go engagement.
“Think about content that’s easy to interact with and consider the experience beyond the Tweet too – for example, link to sites that are optimised for mobile.”
Primary mobile users are also continually engaged with the service throughout the day including during commuting and office hours, see below, and twice as likely to use Twitter when they are out with friends.
“When creating Twitter campaigns, think about a day in the life of your target consumers. Consider where they are, what they are doing and who they might be with at key moments during the day and evening,” adds Schreiner.
Primary mobile users are 96 per cent more likely to follow 11 or more brands and 58 per cent more likely to recall seeing an ad on Twitter, compared to its average users who follow five or more on the network, according to the study.
The news comes as Google overhauled its AdWords service to facilitate the growing trend towards multi-device search, effectively forcing advertisers to consider mobile users as part of their digital campaigns.