Nescafé’s recent decision to convert all of its international and local websites to Tumblr blogs is a bold move but it does come with some benefit, new research suggests.
The data, from Global Web Index, indicates that around 1 in 10 internet users visit a Tumblr blog each month but this figure peaks noticeably among 16-24s – 15% of this age group are Tumblr visitors.
So, while Tumblr might not be able to compete with the user figures of other major social networks, it does have a young and fast-growing audience (over 40% of Tumblr visitors are aged 16-24, with a further third from the 25-34s age group).
The brand engagement activities of Tumblr visitors show almost a quarter of this group are posting feedback to brands each month (50% ahead of the average).
For a brand like Nescafé, building interactions like this is a key reason for utilizing Tumblr.