Twitter now has 100 million active users worldwide, an 82 per cent increase from the beginning of this year.
Eden Zoller, Ovum principal analyst comments:
"Despite its strong growth trajectory, Twitter is in challenging position. Costolo does not want to float Twitter until he has built a robust advertising business, which is understandable, but there is mounting pressure for Twitter to go public."
Twitter reported more impressive growth this week but once again remained circumspect on exactly how well its fledging advertising business is performing. Twitter now has 100 million active users worldwide, an 82 per cent increase from the beginning of this year. It is on track to add a further 26 million by the end of 2011. Fifty-five percent of its active users are interacting with Twitter via mobile, a promising growth area for Twitter going forward.
Twitter also announced that it will be expanding its Promoted Tweets advertising model so that Twitter users will see promoted tweets from potentially any brand rather than just those companies they have selected to follow. This has the advantage of expanding the advertising reach but could annoy Twitter users if they are subject to Promoted Tweets from parties they have no interest in. Chief executive Dick Costolo says the existing model is doing well but without hard figures to back this claim it is not that reassuring - 'exceeding expectations' is tired fudge used by too many companies.
Despite its strong growth trajectory, Twitter is in challenging position. Costolo does not want to float Twitter until he has built a robust advertising business, which is understandable, but there is mounting pressure for Twitter to go public. But in order to buy time, keep shareholders happy and the advertising community prepped, Costolo needs be more transparent about how well the business model is performing rather than just quote stats, however good they may be.
Ovum provides clients with independent and objective analysis that enables them to make better business and technology decisions. Our research draws upon over 400,000 interviews a year with business and technology, telecoms and sourcing decision-makers, giving Ovum and our clients unparalleled insight not only into business requirements but also the technology that organisations must support. Ovum is part of the Informa group.
Latest News Posts
- Microsoft continues to add Windows 10 Xbox app functionality
- Save 50% on the Ergonomic M535 Wireless Optical Mouse
- iOS 9 might finally give real multitasking abilities to the iPad
- NSA wants to give you malware through mobile app stores
- Smartwatch maker Pebble rumored to be in financial troubles
- ASUS GeForce GTX 980 ROG Matrix Platinum Video Card Review
- be quiet! Pure Rock CPU Cooler Review
- I have an AsRock330, how upgradeable?
- Samsung 850 EVO 500GB SATA III M.2 SSD Review
- Help with defective case
- Razer Introduces the Firefly Gaming Mousepad with Customizable Lighting FX
- MSI First Motherboard Brand to be Windows 10 Certified
- EK Releases New Supremacy EVO X99 LGA2011v3 Water Block
- Tech Source Releases Condor 4000 3U VPX Graphics Card for GPGPU Applications
- Anidees AI6 v2 Chassis Starts Selling