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Twitter Yields Clicks for Entertainment, Big Bucks for Music

Two recent reports illustrate the power of Twitter in two important metrics—driving visits and purchasing power. Hitwise analyzes overall downstream traffic for Twitter, while NPD Group takes a look at downstream purchases generated by Twitter.

Hitwise took a look at the most popular categories of downstream traffic for Twitter, comparing them with Facebook, Google UK and Hotmail. Nearly a quarter of Twitter’s downstream traffic goes to entertainment sites, and another ~15% went to social networks:
Downstream_traffic_from_twitter_google_uk_facebook_hotmail_2009
Source: Hitwise

Interestingly, Twitter also leads in downstream traffic to news & media sites, lifestyle sites and music sites—and, taken with a new study from NPD Group, that’s good news for the music industry. As Reuters reports:

active Twitter users buy 77 percent more digital music downloads on average than non-users. Additionally, 12 percent of those who have bought music in the last three months also report having used Twitter, versus 8 percent of overall Web users.

And that’s not all the good news for the music industry. NPD also found that:

  • A third of Twitter users listened to music on a social network
  • 41% of Twitter users listened to online radio—compared to 22% of all Internet users
  • 39% of Tweeple watched a music video online—compared to 25% of all Internet users.
  • Twitterers were more than twice as likely as average Internet users to visit MySpace Music or Pandora.

But is all that translating into revenue for record companies? Oh yeah:

  • 33% of Twitter users bought a CD in the last three months—compared to 23% of all web users
  • 34% purchased a digital download—compared to 16% of all Internet users
  • On average, Tweeple purchased 77% more digital downloads—obviously, Twitterers spent more money when purchasing music.

Clearly, Twitter users are likely to click on music-related links and translate that action into purchases. What do you think—what should the music industry do to get more mentions on Twitter?

Image credit: Twitter bird