Study shows many Twitter quitters – San Francisco Business Times:

A Nielsen Online survey shows more than 60 percent of the people who use Twitter quit in a month.

Such a high churn rate will make it hard for the San Francisco “micro-blogging” business to grow very fast, despite recent celebrations of its celebrity in the popular media.

Before talk-show powerhouse Oprah Winfrey boosted Twitter’s popularity on her program, Twitter’s retention rate was even lower, Nielsen said, with some 70 percent of users failing to return in the second month.

According to Nielsen, “a retention rate of 40 percent will limit a site’s growth to about a 10 percent reach figure … There simply aren’t enough new users to make up for defecting ones after a certain point.”


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