Twitter To Replace TV?
A study led by the professors of the Columbia Business School and the University of Pittsburgh has suggested that Twitter may have the potential to become ‘the new TV’ in the future. The study was orchestrated to assess the sustainability to the current service, which has more than 500 million members worldwide. Olivier Toubia recently tweeted “Get ready for a TV-like Twitter” after being involved in a study which questioned why so many people took to Twitter to post updates even when there was no financial or marketing-based incentive for doing so.
Average Users to Cease Posting?
The study took data from 2,500 ‘noncommercial’ Twitter users and increased the number of followers for a portion of these users to see if their posting rate would increase in line with their growing number of followers. They found that this was the case, until follower numbers stopped increasing at a certain point, when the posting rate dropped notably. The study’s findings supported the idea that those who have no real incentive to post will eventually reduce their Twitter activity, whilst those for whom real gains are attached to Twitter activity will continue to make use of the service.
P2P Next Step For Communication?
Toubia believes that non-commercial users will eventually cease to use the service for communication purposes, but will sit back and enjoy content being delivered to them instead. He also said that peer-to-peer technology will support the next leading communications facilities, whilst average Twitter users will use the service to follow companies and personalities instead of interacting on it. A new series of TV ad tracking analytics tool were recently introduced by Twitter to make TV Ad Targeting more efficient. It’s believed that many advertisers will turn their back on TV in order to market themselves to more-closely targeted audiences on Twitter instead.