The report was based on data from an experiment conducted by Brandwatch in which 100 retail brands based in the United States and the United Kingdom were tagged in a series of different types of @mention tweets (questions, comments, complaints, etc.).
Brands responded to 65% of the Twitter mentions that included a direct question, compared with just 29% of mentions that did not include a question.
Although direct questions were more likely to generate a response from retail brands than neutral comments, the response time was much slower; brands took over two and a half hours (157 minutes) to respond to mentions that included questions on average, compared with around an hour for mentions without questions.
Only 5% of brands responded to @mention questions within 15 minutes, and just 11% responded within an hour.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji