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Twitter celebrated its seventh year last Thursday; marking seven years of the network’s consistently rising popularity and growing influence on both the rise and reporting of world events. Within the site’s birthday week, eMarketer presented some interesting statistics highlighting the extent of the global influence amassed within the European, Middle Eastern and African regions.

Tweeters Across EMEA

Of 31 nations surveyed across the EMEA region at the end of 2012, Middle Eastern Saudi Arabia and the United Arab Emirates came out as two of the top three countries in terms of their proportion of active Twitter users (51% and 34% of Internet users respectively). Turkey rounded out the top three (39%), whilst the remaining majority of top 14 countries for Twitter penetration were European, the bulk of which were represented on the network by over one-fifth of their Internet-using populations.

A separate study conducted amongst Middle Eastern countries alone identified Kuwait as responsible for 34% of the region’s tweets. Again Saudi Arabia and the UAE ranked highly (29% and 9%), along with Egypt and Bahrain (11% and 5%), making up the five nations with significant shares of Middle East tweets.

Implications

Whilst it has been clear for some time now that Twitter is a globally used and powerful network, the numbers cited emphasise the extent of its influence in key nations spread across the world. Twitter is hence a vital means of connecting with a tourism organisation’s worldwide audience at once; a key component in any integrated global campaigns. Additionally, prior to connecting with and engaging this user base, it is a great tool to gain cultural and consumer insights in the planning stages of a project.

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