Tourism The Most Active Industry in Twitter

We do research across a broad number of industries in our Private Sector practice. So we recently decided to look at which industry is the most actively engaged on Twitter. In short, the answer is tourism. We looked at our aggregate data from over 150 research projects in the past year and then analyzed Twitter hashtags and industry mentions as well as cross-referencing the number of Twitter profiles that mention a brand name that can be categorized in standard industry classifications or where the industry is stated. We did not include celebrity Twitter profiles or government tourism departments. Also, we did not include “social media agencies or professionals”. Tweets were analyzed for the USA, UK and Canada.

Tourism won out hands down. Aside from being the most active industry in Twitter, it also came out tops on two other fronts; most likely to share competitors tweets (within and outside their region) and being re-tweeted by followers. The most re-tweeted links or tweets were those that featured images and video of a destination. Most popular for tourism was high-quality images of a location or area.

Tourism is followed by MLM (Multi-Level-Marketing) schemes (no comment.) Then by the ICT sector (Information & Communications Technology, e.g. Dell, HP etc.) but the ICT sector for consumer goods/electronics did not see anywhere near the level of re-tweets as tourism, this was similar with the MLM sector. ICT was followed by consumer goods (indicated as Goods on graph) such as shoes, cosmetics and fashion. Last was the PR or Public Relations sector, in which we included marketing firms, but not exclusively social media agencies or independent social media consultants.