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Report: 60% of New Twitter Visitors Not ReturningAuthored by Mark Hefflinger on April 29, 2009 - 10:30am.
 New York
- Over 60% of those who signed up for the popular Twitter microblogging service
had stopped visiting the site a month later, according to a new report from Web
audience measurement firm Nielsen Online. "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," said David Martin, VP of primary
research at Nielsen Online."For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention." Nielsen said that Twitter's website counted over 7 million unique visitors in February, up from just 475,000 a year prior. "Twitter has enjoyed a nice ride over the last few months, but it will not be able to sustain its meteoric rise without establishing a higher level of user loyalty," added Martin. By comparison, Facebook and MySpace both count retention rates in the neighborhood of 70%, according to Nielsen. In defense of Twitter, it should be noted that Nielsen measured only visits to the Twitter.com website; users of the service often use third-party services to both post and read Twitter messages.
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