DeutscheBank recently ran a SurveyMonkey study which shed some light on why people leave Twitter. This data is not only useful for people interested in Twitter as an overarching information medium but also for those seeking to drive engagement on Twitter.
77% of users who left claimed that they were not receiving any useful information, while 82% of users said they were getting the information somewhere else. This calls for a more efficient way of identifying Twitter users or posts with relevant information. Although an ostensibly basic platform, Twitter has somewhat of a learning curve and being able to hit that sweet spot where you are continually receiving a live stream of highly quality information may be somewhat difficult.
In relation to relevant information, 76% of users said there were too many Tweets and that Twitter was not filtering or sorting. Also, 49% said that they were getting Tweets on the same topic, 54% said there were no pictures and 42% said they were not able to message anyone. While there are a host of functions and tools people can use to achieve all of the aforementioned items, they require knowledge of the platform and / or third party applications.
It appears that a major percentage of people don't necessarily dislike Twitter, they just may not have become acquainted with the platform's full functionality. In fact, 60% of users claimed that they would be willing to give the platform another chance. This issue may potentially be resolved via software resolutions which make the platform more user friendly.
Sources:
Why people quit Twitter. March 24 2014. Quartz Magazine.
