I came across an interesting stat researched by Nielsen Online today. Their studies have shown that in the US over 60% of users who sign up for the social service Twitter fail to continue to use it after the first month. This alarming 40% retention rate is nowhere near the 70% mark achieved by the likes of Facebook and Myspace.
The figures did make me stop and think for a moment, for a service that has been boasting of huge increases in numbers of users, if they are unable to retain over 60% then they have a problem. Why are users not continuing to use the service, are they getting bored? Is the novelty wearing thin? Is it all hype and no substance? Is the celeb culture that joined the Twitterlution drying up?
Although Nielsen Online released the figures, one saving grace for Twitter is that the study did not take into account users who Tweet on their mobile devices which, I believe to be a large portion of Twitterers - people Tweet on the move, a big factor that has attracted people to Tweet in the first place. This overlooked aspect of the service may mean that the stats look harsher than they actually are. With this said though it's the first real signs that the non profit making service could well be flawed and just a phase we are passing through and leaving behind.
Time will tell.
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