New research has come to light that more than 60 per cent of those who sign up to Twitter stop using the micro-blogging site after just one month.
According to Nielsen Online, the amount of people who come back to the site after a month's use is surprisingly low, prompting fears that Twitter's sudden surge in popularity will be a short-term thing.
All about retention
Nielsen Online's Vice President for Primary Research David Martin, wrote on the website: "Twitter has enjoyed a nice ride over the last few months, but it will not be able to sustain its meteoric rise without establishing a higher level of user loyalty.
For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention… the percentage of a given month's users who come back the following month [at the moment] is currently about 40 percent."
Martin goes on to reveal that while a decent retention rate doesn't guarantee a site bigger audience figures, it "is a prerequisite".
The blog even has some nifty line graphs to show you just what the retention rates for other sites are like.
In none-too technical terms, MySpace's and Facebook's look fairly flat, while Twitter's currently resembles an outline of the Alps, with lots of peaks and troughs of where the site has gained and waned in loyalty.
Most pertinently Martin believes that, at its current rate of popularity, Twitter will "not be able to sustain its meteoric rise without establishing a higher level of user loyalty."
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Marc Chacksfield is the Editor In Chief, Shortlist.com at DC Thomson. He started out life as a movie writer for numerous (now defunct) magazines and soon found himself online - editing a gaggle of gadget sites, including TechRadar, Digital Camera World and Tom's Guide UK. At Shortlist you'll find him mostly writing about movies and tech, so no change there then.