Sydney tweeters “do it on the company dollar”

A study of half a million tweets from Sydneysiders suggests that compared to other countries, workers are using Twitter to send more personal tweets in work time and using it less in their own time.

A total of 491,000 tweets originating from Sydney over the space of a week were examined by advertising agency The Works, and compared to London, New York, Munich and Paris. According to The Works:

“Sydneysiders like to tweet on company time. When compared with other international cities, Sydney’s tweeting habits are quite different. Sydneysiders tweet far more during work hours (weekdays 9-5pm) than other cities and tweet less at home in the evening. The study looked at tweets sent (rather than received), and showed that the vast majority of them were for personal use.”

Douglas Nicol, Partner at The Works said: “Australians are addicted to social media – spending more hours per week on social media platforms than any other Westernised country but yet we only starting to understand the changes it means for marketing.

“Our research on Twitter usage is a plea to marketers to stop using social media as a marketing fashion accessory and invest in understanding the facts about social media in Australia and really look at the opportunities in a no bullshit way.”

The agency, which estimates there are 455,000 Twitter accounts in NSW, has also created a map of Sydney usage with “mountains” showing peak usage. Peak suburbs for tweeting  include St Leonards, Bass Hill and Toongabbie.

The Works also points the finger at ad agency stafffor potentially being the most prolific worktime tweeters: “It appears that outer western suburbs of Sydney and St Leonards (the home of many advertising agencies) are the two faces of Twitter usage in Sydney”


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