Nescafé’s recent decision to convert all of its international and local websites to Tumblr blogs is a bold move but, as our midweek Chart of the Day shows, it does come with some benefits.

Around 1 in 10 internet users visit a Tumblr blog each month but this figure peaks noticeably among 16-24s – 15% of this age group are Tumblr visitors. So, while Tumblr might not be able to compete with the user figures of other major social networks, it does have a young and fast-growing audience (over 40% of Tumblr visitors are aged 16-24, with a further third from the 25-34s age group).

Look at the brand engagement activities of Tumblr visitors and some other positives emerge. In particular, almost a quarter of this group are posting feedback to brands each month (50% ahead of the average). For a brand like Nescafé, building interactions like this is a key reason for utilizing Tumblr.

To discover more about online brand engagement, read our recent GWI Brand report (in the free summary version or the full client version).


Written by

Felim is Senior Trends Manager at GWI. He oversees the Trends team who produce a wide range of off-the-shelf reports and infographics along with our Chart of the Day series. Moving to GWI after completing a PhD, Felim specializes in writing about online consumer behaviors and digital trends.

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