While Twitter has been lauded by brands for the ability to provide an unfiltered stream, some users just can’t handle it. A recent study from Deutsche Bank suggested that users simply couldn’t gather the data they were looking for on the social networking site.
Of the 270 person sample polled, 82% of those that quit Twitter were able to find information elsewhere while 76% thought that there were too many tweets and that “Twitter wasn’t helping by sorting or filtering.” Even further, the sorting issue was something that would in fact bring Twitter quitters back if fixed. 80% of those that quit said that they would come back if there were “Better sorting & filtering tools with less clutter.”
The real answer on why users quit could however be in a different number. The follower number. Of those that stopped using Twitter, 58.5% had single digit followers. Those that had 100 or more followers only made up 4.8% of the quitters.
Is Twitter confusing? Possibly. In reality this survey suggests that you may get back what you put into Twitter. If a user is not using lists, engaging with others and building a following, this survey suggests a correlation with a Twitter quitter. If the data found in this small sample size is accurate, it would uncover the rationale behind items such as the new “Fave People” functionality. Look for more changes to come from the social network as they’ve been furiously adding features in the post-IPO world.
Image courtesy of Quartz. Survey conducted by Deutsche Bank.