What’s the price of a Twitter user? According to a new study from Adobe, it’s $0.62 per referral visit, a figure which is up marginally from last year.
In its Q1 Social Intelligence Report, which analyses social media data and trends on Facebook, Twitter, Pinterest, Tumblr and LinkedIn, Adobe noted that Twitter’s number represented a gain of $0.03 from Q1 2013, but still paled in comparison to that of Facebook, which drives $1.24 revenue per referral visitor, up from $1.12 this time last year.
Pinterest ($0.65), YouTube ($0.70) and even Tumblr ($0.70) also beat Twitter. However, while all platforms saw an uptick before the Christmas holiday season, only Facebook performed year-round.
Adobe also noted that Facebook drives 75 percent of all traffic to retail sites, but has significantly less of a commanding grip on visits to B2B high tech companies, where Twitter has a much better share.