Online Habits Tab of Insights Reports

This section powered by IBM Watson provides information about the online habits of the audience analyzed.

  • Device – devices used by the audience, and the difference in comparison to the baseline.
    • % of the audience using a device to post on Twitter only, no other engagements
    • If it does not sum up to 100% it is due to some audience members not being categorized
      • There is an “Other”, which are Twitter clients that can’t be categorised as desktop or mobile. Tablets would be included in Mobile. 
      • An example of “Other” would-be Buffer, which could be an app for IOS or web app
    • Desktop predominance in some cases:
      • These insights should be interpreted as a comparison with the benchmark rather than in comparison to Desktop vs Mobile due to the previous answers. Something like this segment uses 3x more mobile than the benchmark. 
        • Desktop are based on tweets that have been posted from a Twitter client of an operating system such as macOS, Linux, Windows or Web
        • Mobile is based on tweets that have been posted from a Twitter client  of an operating system such as iOS or Android
    • We are talking about where the tweets are posted from (app, device, etc), not what type of device the audience uses regularly to consume Twitter (read). The action of posting might involve other factors if we think about people that work in agencies, schedule tweets, and so on.
  • Social Media Relevance – the relevance that each social network has for your audience compared to the baseline. 
    • Based on content being shared across Twitter from other networks (most content on Twitter is not native to that platform and comes from other networks).
    • Networks included: Discord, Facebook, Instagram, LinkedIn, Medium, Pinterest, Reddit, SinaWeibo, Snapchat, SoundCloud, Spotify, TikTok, Telegram, Twitch, Twitter, WeChat, Weibo, WhatsApp, YouTube.
  • Content type – content type published by the audience: their own content, answering conversations or third party content.
  • Amplification – how many times the contents published by the users within the audience are shared.
  • Applause – how many times the contents published by the users within the audience are liked.
  • Active days – days the users within the audience are more active on social networks.
  • Active hours – time frames of when the users within the audience are more active on social networks.