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A few months ago, I conducted a full blown quantitative study of Twitter. (This was for a Master’s thesis from the University of Texas at Austin).
- Main goal was to study why people use Twitter, and to check if they perceive time differently (goes by faster, dragging on, etc.) than people who use other social media sites.
- Over 1000 surveys were collected. Approximately 650 were Twitter users.
- One question asked…”I twitter because…” Answer choices were divided into six categories of communication motives (i.e., pleasure, affection, inclusion, escape, relaxation, and control).
Results?
Results revealed that Twitter users were more likely to communicate in order to Escape. This means they chose items in line with:
1. I talk to put off something I should be doing.
2. I talk to get away from what I am doing.
3. I talk because I have nothing better to do.
4. I talk to get away from pressures and responsibilities.
My earlier research on Twitter had led to the assumption that it was a “water cooler” of sorts for bloggers (as a group and occupation type) to convene, ask questions, get feedback, and spend time with colleagues. These findings make it clear that Twitter users do not view the social media site as an online water cooler. In fact, the Escape factor as a reason for communication puts Twitter more in line with “happy hour.”
There was no difference in the perception of time.
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Comments
06.24.08
Interesting study. Who was in the group?
06.24.08
Hi Alex,
It was a mix of social media users and twitter only users.
-Shama
06.24.08
Is this surprising for some reason? The internet (and blogging in particular) is a form of escapism. While many here attempt to attribute something more meaningful to it, that's all it is -- nothing more, nothing less. Twitter is the bottom feeder of the equation.
06.25.08
Hi Tricia,
I use blogging and twitter to build relationships and market my business.
Is it fun to do that? Absolutely! Is part of it a nice break from "work"-yes! Is it productive to the business-no doubt about it!
06.26.08
Thanks for sharing. Are the respondents generally working in corporate environments or independent/business owners?
06.26.08
Hi David,
I didn't collect industry data, but in general-Twitter users were a mix of corporate employees and independent business owners.
-Shama
06.26.08
I wonder if there is a significant difference in the personal brand awareness and networking? i.e. high connectivity strategies for the self employed, small business owner or active job seeker vs. pure social among "friends" for the corp employee?
The survey results would have a different meaning for...results? Fascinating...thanks again!
07.07.08
Shama,
This is definitely interesting. I recently posted an article on my blog about why I just don't get twitter.
http://eric-blue.com/blog/2008/07/microblogging_i_just_dont_get.html
It's nice to see some quantitative data on how people are really using it. I'd be interested in reading your paper if it's available.
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