Twitter Isn’t Sticky Enough

Nielsen Wire has a post up on how Twitter is failing to get new users to come back.

Currently, more than 60 percent of Twitter users fail to return the following month, or in other words, Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent. For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.

In other words, Twitter isn’t sticky enough.

This is a real problem, and while many Twitter lovers might have seen Oprah entering the stage as something of a saviour, I hate to break it to you: She looks bored already. Last tweet was posted on Friday last week. That’s not the way to use Twitter. Still, the Oprah effect has given Twitter a huge boost, so they can certainly afford to attract less than 40% of the newcomers, right? More on Techmeme.