Nielsen, the same people who do TV ratings, recently noted that more than 60% of new Twitter users fail to return to the site the following month.
Judging Twitter retention by how many people “visit the site” is like judging Dominoes Pizza by how many people dine-in.
It’s true that like blogging and any other social media, a lot of people try it and the many quickly give up. And with the explosive growth recently you have to expect a good number of window shoppers.
But Twitter is unique in how open it is, allowing users to interact from unlimited points of access without ever having to go to Twitter.com.
So judging retention by how many people are regularly visiting a site works for Facebook and MySpace (because you have to go there to do anything), it’s kind of apples-to-oranges to apply the same criteria to Twitter.
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