More than 60 percent of Twitter users fail to return the following month, meaning the retention rate is a mere 40%, says Nielsen Online.
By comparison, Facebook and MySpace have retention rates of nearly 70%. “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,” David Martin, Nielsen Online’s vice president for primary research, said in a blog post on www.nielsen.com.
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