64% Of Twitter Users Follow Brands Because They’re Already Customers, 48% For Deals [REPORT]

By the end of 2011 there will be some 21 million Twitter users in the US, and a fifth of those will be following brands on the network, says a new report from eMarketer.

Research by Constant Contact and Chadwick Martin Bailey suggests that 21% of US-based Twitter users will be following brands by the end of the year, and, in findings that are strongly opposed both to previous reports and conventional wisdom, the majority do so not because they’re expecting discounts or freebies. Instead, it’s simply because they’re already a customer of the company.

64% stated this as their main reason for following a brand on Twitter, well ahead of the 48% who do so to receive deals and promotions. However, the majority of users only followed a small number of brands on the platform, with 64% keeping up with between one and four. A fifth followed ten or more.

61% follow brands on Twitter so they can be the first to know what’s hot, 36% because they want exclusive content, and 50% said that after following a brand on Twitter they were more likely to purchase from them.

60% of the Twitter users polled also said that they would recommend at least a few of the brands they follow to others.

(Source: eMarketer.)