The Works releases results on Australian Twitter usage
Advertising agency The Works has released the results of a study into Australian’s habits on Twitter. The study shows that the top three personality types on Twitter, based on Jungian archetypes, are: lovers, carers and jesters
The announcement:
Australia’s first in-depth Twitter study reveals what motivates types of personalities online
– Introducing Datafication by The Works –(Sydney, Monday 21 November 2011) Advertising agency The Works has today revealed the
results of the most in-depth study ever completed about Australian’s habits on Twitter.
Douglas Nicol, creative partner and director at The Works, lead a team to analyse the most
popular words used in tweets over an eight-week period to rank motivations and behaviours on
Twitter.Nicol said: “Almost 11% of the entire Australian population is on Twitter today and our research
identified the Top 3 archetypes that are most present amongst Australians. If you understand
what drives the motivations behind Australians you will be in a better position to connect with
them.”“The Top 3 most popular personality types based on Jungian archetypes are Lovers, Carers and
Jesters – which really says a lot about the Australian population.”Datafication, a project by The Works, supported by the University of Technology Sydney (UTS),
provides Australian marketers with access to a new level of local data so they can talk more
effectively to customers.Using software created by Dr. Suresh Sood, social media expert at UTS, the data was then
analysed by The Works in conjunction with Dr. Sood to produce an insight into what individuals
are doing on Twitter based on what they tweet and how they use the popular social media
platform.Nicol said: “There’s a lot of hype around social media. Using research from Datafication, we are
able to equip Australian marketers with no nonsense practical advice. This in turn will help
markerters appeal directly to an audience. We believe that in turn, this will boost the way people
view and talk about a brand or product online.”Dr. Sood said: “The Works has shown incredible foresight to initiate this research and recognise
that this data holds the key to some very important things for Australian marketers,”
Datafication will launch into an exclusive real-time service for clients of The Works early 2012.
Source: The Works press release
Jungain archetypes? Really?
A waste of good data?
User ID not verified.
The ratio of new/valuable info to words in this press release is pretty low.
I’m not sure what this press release is telling me, except that The Works have done some sort of Twitter study that they’re going to make available to their client.
So in that respect, I guess it’s done its job for the marketing team at The Works, but for anyone else…?