Oprah may be America's Tweetheart, but she doesn't make the earth move Downunder!
Twiiter's growth in Australia is outstripping international markets. Influenced by natural disasters, world events, elections and now celebrities the growth has accelerated dramatically in the past month and a half.
My colleague in the US, Heather Hopkins recently covered the blaze of publicity around Oprah Winfrey starting to tweet and its immediate impact on Twitter’s US share of visits. In Australia the influences seem to be broader than America’s new 'tweetheart’.
In Australia the growth of Twitter has been nothing short of phenomenal;
- 49.9% growth in the past month (comparing 21/04/2009 vs. 22/03/2009)
- 1067.3% since the start of the 2009 (comparing 21/04/2009 vs. 01/01/2009)
- 3,220.7% annual growth (comparing 21/04/2009 vs. 22/04/2008).
On Sunday 19 April 2009, Twitter became the 37th most visited website by Australian Internet users, breaking into the top 40 Australian websites for the first time on the back of a 3.9% rise in share, coinciding with Oprah’s first tweet.
The largest single day of growth experienced by Twitter this year was 22 March 2009, when share of visits grew by 89.3% over the previous day. It was a day after the Queensland Election and four days after the second of the Melbourne earth tremors.
In Australia a number of celebrities were included in searches for ‘twitter’, representing 38% of the top 50 ‘twitter’ search variations for week ending 18 April 2009.
Ashton Kutcher and his challenge to be the first Twitterer to have one million followers received considerable news coverage. In the days leading up Kutcher passing the million follower mark, Twitter’s share of daily visits increased by 10.6% (16/4/2009) and 6.22% (17/4/2009). Oprah could only move Twitter’s Australian share by 2.46% (18/4/2009).
Lindsay Lohan however, with her much publicised relationship split, had the strongest association with Twitter compared to other celebrities, with 0.65% of Twitter-related search terms (week ending 18/04/2009), followed by Kutcher (0.51%), Miley Cyrus (0.35%) and Australia’s Hugh Jackman (0.22%).
Twitter a truly global phenomenon
In other markets, Twitter has a growth pattern similar to the US and UK, highlighting that Twitter is a truly global phenomenon.
Twitter increased its share in New Zealand 305.5% since the start of the year (1/01/2009), and on 21 April 2009 ranked at 49 amongst all websites (up from 206).
In Singapore, Twitter moved up 239 positions to a rank of 65 amongst all websites with an increase in share of visits of 333.3% since the 1/01/2009.
Hong Kong is lagging by comparison to the other Asia Pacific markets the US and UK, as can be seen from the chart below, but has moved up 373 places since 1/01/2009 to currently stand at the 198th most visited website in Hong Kong on 21/04/2009 with a share of visits increase of 198.1%.
It is interesting to note that large jumps in share of visits have been sparked by a variety of events and news items at different times over the past three months. However, Ashton Kutcher and Oprah seem to have had an impact in all countries in mid April.
For statistical comparison the Twitters share of visits in the US and UK, as at 21/4/2009, have grown 570.03% and 621.3% respectively since 1/01/2009 improving its ranking position by 324 spots in the US and 305 spots in the UK.
It is interesting to note that Entertainment / Celebrity brands have embraced Twitter as a communication and connection tool, yet many consumer facing brands have yet to understand the opportunity and accept the challenge of direct interaction with consumers. Props to those businesses that are active and learning.
Follow all of our updates on Twiiter - Hitwise_AP
CHAMPION IN FOCUS
Position: General Manager
Alan Long is the General Manager of The Online Circle's Social Media Analysis and Insight business - Online 1984. He heads a team of analysts and developers to deliver clients with behavioural insights based on observed activity. With an extensive media career Alan is one of the most respected authorities on Internet communication in Australia Read Alan's full bio
Latest Articles by Alan
30 Days: 0 articles, 0 views
All time: 0 articles, 0 views
ABOUT ALAN'S COMPANY
Learn how to measure and improve your online channels with Google certified experts from Loves Data.
Better results from training: An outcome-driven approach to demonstrating the impact of Learning and Development programs
Strategies, Tools and Inspirational Advice to Champion Leadership Potential and Business Excellence in Evolving ICT Roles.
The Creative Collective, are a multi-award winning, busy and rapidly growing creative services agency offering PR, marketing, branding, websites, online marketing, graphic design, print and more to a wide range of clients.
A team of design and technology specialists who collaborate with Clemenger BBDO and Clemenger Proximity to bring integrated marketing campaigns to life through the execution of world-class interactive content and experiences.
Hydrix is a leading software and electronics design consultancy. One of the largest design consultancies in Australia, we specialise in the design and development of high technology business, communications, mobile and industrial products and services
Juno Interactive connects consumers to entertainment content by developing solutions that allow people to watch and listen to their favourite media, at any time, in any place.
The Cue Project is a very agile, global resourcing, marketing services & interim management organisation with a highly synergised portfolio of leading international clients, projects & associates. We LIVE and BREATHE the unique digital & mobile space.