Twitter's Quitter Problem
Most of us swore we’d never fall under the dot-com spell again after the bubble burst, but the irrational exuberance has returned for a number of Internet startups, not the least of which is Twitter. Now Nielsen Online research analyst David Martin has taken a hard look at the company and his conclusions should have Twitter’s VC backers worried. “Currently, more than 60 percent of U.S. Twitter users fail to return the following month, or in other words, Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent,” Martin writes in his report. “For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.”
29 April 2009•2 mins read
