The following excerpt is from the article Twitter to track shoppers' habits, written by Julia Boorstin, CNBC Media and Entertainment Reporter, and published on CNBC. Read Boorstin's full article for more information on the study and what it means for retailers.
As advertisers decide how to spend their last-minute ad dollars, Twitter is sending the message that its ads are a must buy for the big holiday shopping season. On Tuesday, Twitter unveiled the results of a new survey of 1,000 adults conducted in partnership with DB5 Research, on Black Friday and Cyber Monday shopping.
The focus of the study—and the results—seem designed to convince marketers that Twitter's promoted ad products are a particularly useful way to reach consumers looking to spend money on those two key holiday shopping days.
The bottom line of the study: Twitter's users spend more money, are more likely to shop on both Black Friday and Cyber Monday than non-Twitter shoppers, and use Twitter to decide where to shop. So, it all points to why and how marketers should use the service.
Twitter's head of global research, Jeffrey Graham, who helps craft these kind of research studies said, "Just as Twitter's becoming a really important companion to TV, it's becoming a really important companion to shopping as well."
The study found Twitter users spend 19 percent more than the average Black Friday shopper and 14 percent more than the average Cyber Monday shopper. Among respondents who shop both days, Twitter users averaged a total of $700 more than non-Twitter users.
Twitter and DB5 honed in on the social network's role in planning holiday shopping—a focus that could help draw certain types of ads. The study finds more Twitter users plan for Black Friday a week in an advance than average shoppers. And 56 percent of Twitter users said it's one of the first places they go to research products. Seventy-eight percent said if they saw a tweet about a sale at a nearby retailer they'd visit the store on Black Friday.
The fact that Twitter ads can be targeted to key words, and can react in real time, means the potential to reach consumers when they're in the moment, trying to decide between products or which store to visit. We'll see if the results of this survey draw more advertisers and give Twitter's fourth-quarter numbers a boost.