Why do people quit Twitter?
It’s an important and expansive question, both for Twitter today and their place as a business and social platform heading into the future. Twitter’s growth problem is well documented and if the company can’t keep hold of the users that they convince to sign up they’re in serious trouble. But with a monthly active user (MAU) uptake of just 2 percent in Q4 2013, something is seriously off.
So what’s the problem? Why do so many Twitter users fail to stick around, and what can they do to resolve this issue?
Deutsche Bank (PDF) surveyed more than 1,000 people who are active on Twitter, have used Twitter but quit, or have never used Twitter. Of those that have abandoned the service the main reasons given were being unable to find anything useful on Twitter and, if they did, feeling that Twitter did not provide the tools to effectively filter and manage said information.
Failing to understand what Twitter was and how it worked was also a common reason for leaving.
The good news? Almost six in 10 respondents said they would return to Twitter if it made certain changes, including better sorting/filter tools, seeing more of their friends on the network and a better explanation of how to use Twitter.
(Source: Deutsch Bank.)