75% of Twitter users do not follow any brand

Twitter users seem to show little interest for updates from brands. Only 21% of Twitter users follow a brand, compared to 75% of users who do not follow any brand, and 4% who do not know whether they follow a brand or not. Younger users of Twitter are more prone to following brands than older ones. 26% of Twitter users under 35 follow a brand compared to 17% of the users between 35 and 49 and only 13% for the users over 50.

Most Twitter users seem selective about the brands they follow. 36% of the followers only follow one or two brands, compared to 28% who follow three or four brands and 16% who follow from five to nine brands. Overall, only 21% of followers are subscribers to more than ten brands on Twitter. Interestingly, 75% of Twitter users who follow a brand have never “un-followed” a brand.