Twitter's audience is exploding. Now if only they could get people to stick around.
Over 60 percent of people who sign up to use the popular (and tremendously discussed) micro-blogging platform do not return to using it the following month, according to new data released by Nielsen Online. In other words, Twitter currently has just a 40 percent retention rate, up from just 30 percent in previous months--indicating an "I don't get it factor" among new users that is reminiscent of the similarly-over hyped Second Life from a few years ago.
Nielsen found that Twitter's unique user base doubled in March. But most newbies aren't coming back. "People are signing up in droves," wrote David Martin, vp, primary research, Nielsen Online in a blog posting on Tuesday (Apr. 28). "But despite the hockey-stick growth chart, Twitter faces an uphill battle in making sure these flocks of new users are enticed to return to the nest." more