Twitter is 62% engagement, 38% broadcast, according to Brandwatch study

Social media analysis company Brandwatch has put together a report giving insight into how Twitter is used as a communication channel for brands.

The UK Twitter Landscape 2013 study, based on a sample of 10,000 random tweets, revealed that 62% of Twitter usage in the UK is engagement, and 38% is broadcast.

3.6% of tweets mention brands, which equates to 12,600 tweets per minute. TV and Film tweets dominated Twitter, ahead of sport, music and celebrities, with ‘Watching’, ‘watch’, ‘show’, ‘see’ and ‘#XFactor’ amongst the most popular words used in tweets. Brandwatch noted that shows that promote a hashtag get tweeted 63% more than those that don’t.

32% of all branding tweets were food and drink related, followed by clothing and accessories (17%) and technology (11%). The least tweeted about brands were beauty products and professional services, both accounting for 3% of tweets.

Many tweets about TV and film expressed opinions about adverts – some were just general commentary, whilst others were direct responses to brands. The collated data revealed that women are more likely to talk about brands in the first person and in relation to personal experiences than men are, though men are most likely to complain.