Twitter announced yesterday that it was “beginning to test a new way for you to discover and buy products”, with a small percentage of US users gaining access to a ‘Buy’ button that allows them to purchase items from within a Tweet.

Launching on mobile first – but with other platforms on the horizon for a later expansion – GWI’s figures shows why the new feature is likely to resonate strongly with the Twitter audience.

At a global level, 75% of the service’s active users say that they have purchased a product online within the last month – a figure which rises to 80%+ in countries like the US and UK.

Significantly, though, it’s on mobiles and tablets where active Twitter users over-index the most compared to all internet users; nearly half (47%) have purchased a product via a mobile within the last month, while just over a quarter (27%) have done the same via a tablet. Little wonder, then, that Twitter is looking to make “shopping from mobile devices convenient and easy.”


Written by

Jason is Chief Research Officer at GWI. He's the main man who leads our global team of analysts, delivering world-renowned research. He's an in-demand data junkie who you might see popping up on your telly screens every so often to show you what's actually happening in the lives of consumers.

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