I’m getting sick of all the stories that people are writing about this so-called 60% quit rate with Twitter. It’s hit all the news sites by now, and is gaining widespread acceptance. The problem though is that it is unclear what it is based on.
Here’s the grab from the Nielsen blog that reported the ‘findings’:
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. For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.
That’s it. Absolutely nothing about how they arrived at the 60% number, what dataset it is based on, what timeframe etc. And perhaps most importantly, no indication of whether it applies to all Twitter interactions (including Twitter desktop and mobile clients) or just the twitter.com site traffic. It is estimated that the twitter.com site accounts for only 64% of Twitter interaction.
If you read the comments in the post (71 so far), you’ll see people have been repeatedly asking for this clarification, but Nielsen has failed to provide even a reply.
So whilst many news articles have jumped to speculating on the seriousness of this 60% abandonment rate, the real story should be focussing on how Nielsen can publish numbers without even explaining what they mean or how they were arrived at. To me they have zero credibility until they do.