A new report from Nielsen Online suggests that Twitter hasn’t yet reached a level of growth that can sustain the service, according to the research firm’s mathematical model. Despite the explosive popularity of the messaging service, Nielsen data indicates more than 60 percent of Twitter users that visit the site in a given month do not return the following month.
“Twitter’s audience retention rate, or the percentage of a given month’s users who come back the following month, is currently about 40 percent,” writes David Martin, vice president of Primary Research for Nielsen Online, in a company blog entry. “For most of the past 12 months, pre-Oprah, Twitter has languished below 30 percent retention.”
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