Twitter provides a platform for people all over the world to instantly share news, announcements, thoughts and opinions about any topic, at any time of the day. With over 400 million Tweets generated worldwide on a daily basis, Twitter captures and makes accessible global word of mouth to anyone willing to follow and access it.
Deloitte's Economic Consulting practice conducted a new study, commissioned by Twitter, to test and quantify the predictive impact that Tweets have on the sales of video games in the UK, through analysis of the 100 bestselling Xbox360 and PlayStation3 games in 2012. The approach quantifies title specific impact of different types of Tweets, while controlling for other key drivers such as market dynamics, traditional advertising spend and price.
The results show that:
- Tweets are commercially relevant drivers of the sales of video games in the UK, and the balance of sentiment in Tweets is a more powerful driver of sales than reach alone
- Overall, a 30% increase in positive Tweets is four times more effective in driving additional sales than a 30% increase in existing above-the-line advertising
- The impact varies by title: each title is different in its response to Tweets and advertising.
Download
Tweets for sales: Gaming (PDF)
The content of this article is intended to provide a general guide to the subject matter. Specialist advice should be sought about your specific circumstances.
