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
- ONRUSH gameplay trailer reveals new game modes
- YouTube star John 'TotalBiscuit' Bain has died age 33
- God of War reaches a massive 5 million units sold
- The Wolf Among Us Season Two hit with 2019 delay
- Nintendo's '2nd Unit Set' for the Switch is dockless, $230
- the best value, budget upgrade for me
- best value budget upgrade path
- Buy 3 Pieces Samsung Galaxy S9 SM-G960UZKAXAA 128GB $1.422
- X58a-ud5 rev 1.0 Bios with VT-d support
- HyperX FURY DDR4-3466 16GB Dual-Channel Memory Kit Review
- Micron Launches Industry's First Enterprise SATA Solid State Drives Built on Leading 64-layer 3D NAND Technology
- Micron, Rambus, Northwest Logic and Avery Design to Deliver a Comprehensive GDDR6 Solution for Next-Generation Applications
- Toshiba Memory America Unveils UFS Devices Utilizing 64-Layer, 3D Flash Memory
- ASUS Announces GeForce GTX 1070 Ti Series Gaming Graphics Cards
- ASUS Announces ASUS Hangouts Meet Hardware Kit