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Shopping Center Social Media:
Who’s Doing What?
Q3 2010
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Summary
With emerging technologies, brands and businesses are discovering newer and more innovative ways to
reach out to customers. It is becoming easier than ever before to leverage these media platforms in
marketing and customer relationship strategies. How many shopping centers are really taking full
advantage of this outlet? Who is doing it, and who is doing it right? In collecting social media benchmark
data for shopping centers, Alexander Babbage has quantified online presence for those centers
participating in the popular social media outlets, Facebook and Twitter, and concluded that the number
of Facebook and Twitter accounts in the observed 1,842 U.S. shopping centers 300,000 square feet or
larger is continuing to climb. Social Media channels for business/customer interaction are rapidly
becoming mainstream, and those who have yet to take advantage of this trend may be missing an
important opportunity.
Center Type Number of
(300,000 square feet or larger) Centers Studied
Super Regional Centers 432
Regional Centers 777
Lifestyle Centers 522
Value Centers 94
Entertainment Centers 17
Total Industry 1,842
The number of centers with an online presence in social media during Q3 ’10 has changed notably.
Among all centers studied in Q3, nearly one‐in‐three are on Facebook (608) and Twitter (557).
Entertainment centers have the highest percentage of Facebook pages (41.7%), while value centers
have the strongest presence on Twitter (56.4%). With the exception of value centers, U.S shopping
centers are utilizing Facebook more than Twitter. Between Q2 ’10 and Q3 ’10, regional centers
experienced the most growth in the use of Facebook (36.0%), while lifestyle centers experienced the
most growth in the use of Twitter (34.7%).
© 2010 Alexander Babbage, Inc. All Rights Reserved 2
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Findings
Nearly one‐in‐four (23.1%) shopping centers still do not have a website as of Q3 2010. Social media
however, has proven to be a rapidly evolving, useful platform for marketing professionals and the use of
Facebook and Twitter among U.S. shopping centers 300,000 square feet or larger is on the rise. As of Q3
2010, 33.0% of all centers studied had a Facebook page and 30.2% of centers had a Twitter account.
From Q2 ‘10 to Q3 ‘10, the use of Facebook has grown by 27.9%, while the use of Twitter has grown by
25.8%.
Industry‐Wide Social Media Use
100.0%
76.9% 76.9%
80.0%
60.0%
Q2 Q3 Q2 Q3 Q2 Q3
0.0%
Website Facebook Twitter
n = 1,842
As of Q3 2010, 609 U.S. shopping centers 300,000 square feet or larger had a Facebook page, and 555
centers had a Twitter account. The average number of Facebook fans was 1,563 per center, which was
up 25.6% from 1,244 in Q2 2010. The largest group, regional centers, continued to have the lowest
average number of fans (594) and the smallest group, entertainment centers, continued to have the
largest fan base (6,221). The highest number of fans for any single center was 83,645 for the super
regional center Mall of America.
© 2010 Alexander Babbage, Inc. All Rights Reserved 3
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Average Number of Facebook Fans Q2 vs. Q3
Super Regional Centers (432) 2,167
1,516
594
Regional Centers (777) 479
2,064
Lifestyle Centers (522) 1,859
1,341
Q3
Value Centers (94) 1,027
6,221 Q2
Entertainment Centers (17) 5,655
Total Industry (1842) 1,563
1,244
Twitter use has followed a similar pattern. The average number of Twitter followers per center in Q3 ’10
was 281, which was up 11.5% from 252 in Q2 2010. Similar to Facebook, the small base entertainment
centers were out on top (1161) with regional centers lagging behind with the lowest average number of
followers (125). The highest number of followers for any one center was 5,205 for the lifestyle center
The Grove. Surprisingly, no center had a net loss of Facebook fans or followers on Twitter from Q2 ‘10 to
Q3 ’10, indicating these are still growth media.
Average Number of Twitter Followers Q2 vs. Q3
248
Super Regional Centers (432) 190
Regional Centers (777) 125
109
Lifestyle Centers (522) 467
479
431
Q3
Value Centers (94) 408
1,161 Q2
Entertainment Centers (17)
1,117
Total Industry (1842) 281
252
© 2010 Alexander Babbage, Inc. All Rights Reserved 4
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Compared to Facebook, Twitter grew more slowly in the number of followers (25.6% industry‐wide
growth for Facebook and 11.5% industry‐wide growth for Twitter). Lifestyle centers saw a drop in the
number of followers on Twitter, but they also experienced the most growth in the number of centers
with a Twitter account. The greater spread contributed to the drop in the overall average number of
followers. No center individually experienced a net loss. Super regional centers gained the most fans on
Facebook (42.9% growth), as well as the most followers on Twitter (30.5% growth).
Change
Q2 Number of Q3 Number of Q2 Average Q3 Average Q3 vs. Q2
Centers with a Centers with a Number of Number of Average
Center Type Base Facebook Page Facebook Page Fans Fans Fans
Super Regional Centers 432 153 194 1,516 2,167 42.9%
Regional Centers 777 178 242 479 594 24.0%
Lifestyle Centers 522 114 137 1,859 2,064 11.0%
Value Centers 94 24 27 1,027 1,341 30.6%
Entertainment Centers 17 7 8 5,655 6,221 10.0%
Total Industry 1,842 476 608 1,244 1,563 25.6%
© 2010 Alexander Babbage, Inc. All Rights Reserved 5
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
When analyzed by center type, value centers use Twitter more (56.4% compared to 28.7% on
Facebook), while the other center types primarily use Facebook. Entertainment centers use social media
the most, followed by super regional, value, regional, and finally lifestyle centers.
Social Media use by Center Type
94.9%
Super Regional Centers (432) 44.9%
42.6%
74.8%
Regional Centers (777) 31.1%
25.9%
62.8% Website
Lifestyle Centers (522) 26.2%
20.9% Facebook
80.9%
Value Centers (94) 28.7% Twitter
56.4%
82.4%
Entertainment Centers (17) 47.1%
41.2%
© 2010 Alexander Babbage, Inc. All Rights Reserved 6
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Developers
Among developers with 20 or more centers, Simon Property Group, Developers Diversified Realty, and
Glimcher all experienced growth exceeding 100% in both Facebook and Twitter use between Q2 ’10 and
Q3 ’10. Simon Property Group experienced the most growth (716.7%) in Facebook use, while Developers
Diversified Realty experienced the most growth (650.0%) in centers with a Twitter account. A complete
list of the top 25 developers based on the number of centers can be found in the appendix.
Social Media Usage Among Developers with 20+ Centers
Q2 % Q3 %
Q2 % with Q3 % with % with with %
Website Website Growth Website Website Growth
and and from Q2 and and from Q2
Base Facebook Facebook to Q3 Twitter Twitter to Q32
Simon Property Group 227 2.6% 21.6% 716.7% 14.1% 30.0% 112.5%
General Growth Properties 190 87.9% 88.4% 0.6% 86.3% 86.8% 0.6%
CBL & Associates Properties 83 3.6% 4.8% 33.3% 6.0% 7.2% 20.0%
Westfield Corporation 54 25.9% 35.2% 35.7% 24.1% 27.8% 15.4%
Macerich 51 31.4% 35.3% 12.5% 98.0% 98.0% 0.0%
DDR 46 8.7% 32.6% 275.0% 4.3% 32.6% 650.0%
Jones Lang LaSalle 46 39.1% 58.7% 50.0% 32.6% 45.7% 40.0%
Pennsylvania R/E Investment Trust 31 45.2% 48.4% 7.1% 3.2% 3.2% 0.0%
Forest City 24 66.7% 70.8% 6.3% 66.7% 70.8% 6.3%
The Taubman Company 22 0.0% 0.0% ‐ 0.0% 0.0% ‐
Glimcher 21 38.1% 100.0% 162.5% 38.1% 100.0% 162.5%
* A complete list of the top 25 developers based on the number of centers can be found in the appendix.
Note the data for Simon Property Group was aggregated by Simon Property Group (Chelsea), Kravco
Simon and Simon Property Group, Inc. CBL & Associates Properties was aggregated by CBL RM ‐ Waco
LLC and CBL & Associates Properties, Inc. and Forest City was aggregated by Forest City Commercial
Management, Forest City Enterprises, Forest City Management, and Forest City Ratner Companies.
© 2010 Alexander Babbage, Inc. All Rights Reserved 7
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Among the developers with 20 or more centers, Glimcher Realty Trust is the only one with 100% of their
centers on Facebook and Twitter, while The Taubman Company has not yet begun to utilize these social
media outlets, as none of their 22 centers are utilizing Facebook or Twitter.
Facebook and Twitter Use by Developer
30.0%
Simon Property Group 21.6%
General Growth Properties 86.8%
88.4%
CBL & Associates Properties 7.2%
4.8%
Westfield Corporation 27.8%
35.2%
Macerich 98.0%
35.3%
DDR 32.6% Twitter
32.6%
45.7%
Jones Lang LaSalle 58.7% Facebook
Pennsylvania R/E Investment Trust 3.2%
48.4%
Forest City 70.8%
70.8%
The Taubman Company 0.0%
0.0%
Glimcher 100.0%
100.0%
© 2010 Alexander Babbage, Inc. All Rights Reserved 8
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Regions
Shopping centers in the West (410) utilize social media more than in any other ICSC region. In Region 8
(Mountain), 50.0% of centers are using Facebook and 56.9% are using Twitter, while in Region 9 (Pacific)
48.2% are using Facebook and 54.2% of centers are using Twitter.
Social Media Use by Shopping Center Region
81.0%
ICSC West Regions 8 and 9 39.8%
44.6%
76.9%
ISCS South Regions 3, 4, and 5 30.3%
25.6% Website
76.0% Facebook
ICSC Northeast Regions 1 and 2 33.1%
21.5% Twitter
75.1%
ICSC Midwest Regions 6 and 7 31.6%
30.1%
Social Media Use by Region
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Facebook Top 20
Q3 Number of
Shopping Center Name Location Type of Center Square Feet Managed By Facebook Fans
The shopping center industry average number of Facebook fans in Q2 2010 was 1,224 fans per center.
This amount grew by 25.6% in Q3 to make the new industry average 1,563 fans per center. The top five
centers with the largest increase in the number of Facebook fans from Q2 ‘10 to Q3 ‘10 are:
Q2 # Q3 #
Facebook Facebook
Shopping Center Name Location Type of Center Square Feet Managed By Fans Fans Growth
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Twitter Top 20
Q3 Q3
Number Number
Square of of
Shopping Center Location Type of Center Feet Managed By Followers Tweets
In Q2, the shopping center industry average number of Twitter followers was 252 followers per center.
This amount grew by 11.5% to 281 followers per center in Q3. The top five centers with the largest
increase in the number of followers from Q2 to Q3 are:
© 2010 Alexander Babbage, Inc. All Rights Reserved 11
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Key Learning
Social media is continuing to expand in the shopping center industry. The use of Facebook has grown by
27.9% from Q2 to Q3, while the use of Twitter has grown by 26.0%. With so many changes in the last
quarter the shopping center benchmark program will help keep centers up‐to‐speed and at pace with
others in the industry. Among the 1,842 U.S. shopping centers researched, The Mall of America, Pier
Park, Asbury Park, and The Wharf are the only shopping centers to make both the top 20 lists for their
Facebook and Twitter use. With trends in the social media world constantly changing it will be
interesting to see what new outreach medium shopping centers will utilize next. We expect to witness
the evolution of customer interaction as years progress and more businesses move to this form of
personalized online communication.
Alexander Babbage will continually monitor social media activity in the shopping center industry with
benchmarks published at the beginning of each quarter. For more information about comparing your
center or portfolio to benchmarks, contact:
Alan McKeon at 404‐961‐7602 or amckeon@alexanderbabbage.com or
Charlotte Sykes at 404‐961‐7603 or csykes@alexanderbabbage.com
Alexander Babbage, Inc., is an Atlanta based full‐service research firm specializing in experiential research for destinations
including shopping centers, professional sports teams, retailers, restaurants, the arts and financial institutions. It has the
deepest experience and most extensive benchmark set among private research providers. Alexander Babbage acquired
A
Stillerman Jones & Company in 2007 and MAXtrak® in 2004, making it the shopping center industry’s leading provider of
market and shopper research.
© 2010 Alexander Babbage, Inc. All Rights Reserved 12
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Definitions
Center Type
Only centers 300,000 square feet or larger in the continental United States were considered.
Super Regional Center ‐ Similar to a regional center, but because of its larger size, a super regional
center has more anchors, a deeper selection of merchandise, and draws from a larger population base.
As with regional centers, the typical configuration is an enclosed mall, frequently with multi levels.
Regional Center ‐ This center type provides general merchandise (a large percentage of which is
apparel) and services in full depth and variety. Its main attractions are its anchors: traditional, mass
merchant, or discount department stores or fashion specialty stores. A typical regional center is usually
enclosed with an inward orientation of the stores connected by a common walkway and parking
surrounds the outside perimeter.
Lifestyle Center ‐ Most often located near affluent residential neighborhoods, this center type caters to
the retail needs and “lifestyle” pursuits of consumer in its trading area. It has an open‐air configuration
and typically includes retail space occupied by upscale national chain specialty stores. These center may
or may not be anchored by one or more conventional or fashion specialty department stores.
Value Center ‐ A center that includes outlet tenants as well as superstores, catalog, retail clearing
houses, off‐price or discounters, and food vendors.
Entertainment Center ‐ A shopping center that encompasses theaters, restaurants and related retail.
Social Media Terms
Facebook ‐ A publication for an organization, such as a school or business, which helps members identify
each other; also, an online version of this, with profiles including a picture, name, birth date, interests,
etc.
Twitter ‐ An information network made up of 140‐character messages from all over the world.
Tweet ‐ A message posted via Twitter containing 140 characters or fewer.
Follow ‐ To follow someone on Twitter means to subscribe to their Tweets or updates on the site.
Follower ‐ A follower is another Twitter user who has followed you.
Data and counts are effective as of the measured date 6/30/2010.
Dictionary of Shopping Center Terms, Third Edition
Twitter Glossary
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Appendix
Top 25 Developers Based on Number of Centers
Q2 % with Q3 % with
Q2 % with Q3 % with % Growth Website Website % Growth
Website and Website and from Q2 and and from Q2
Base Facebook Facebook to Q3 Twitter Twitter to Q32
Simon Property Group 227 2.6% 21.6% 716.7% 14.1% 30.0% 112.5%
General Growth Properties 190 87.9% 88.4% 0.6% 86.3% 86.8% 0.6%
CBL & Associates Properties 83 3.6% 4.8% 33.3% 6.0% 7.2% 20.0%
Westfield Corporation 54 25.9% 35.2% 35.7% 24.1% 27.8% 15.4%
Macerich 51 31.4% 35.3% 12.5% 98.0% 98.0% 0.0%
DDR 46 8.7% 32.6% 275.0% 4.3% 32.6% 650.0%
Jones Lang LaSalle 46 39.1% 58.7% 50.0% 32.6% 45.7% 40.0%
Pennsylvania R/E Investment Trust 31 45.2% 48.4% 7.1% 3.2% 3.2% 0.0%
Forest City 24 66.7% 70.8% 6.3% 66.7% 70.8% 6.3%
The Taubman Company 22 0.0% 0.0% ‐ 0.0% 0.0% ‐
Glimcher 21 38.1% 100.0% 162.5% 38.1% 100.0% 162.5%
Prime Retail Management 19 5.3% 5.3% 0.0% 0.0% 0.0% ‐
Kimco Realty Corporation 18 0.0% 0.0% ‐ 0.0% 0.0% ‐
Inland 17 52.9% 52.9% 0.0% 17.6% 17.6% 0.0%
The Cafaro Company 17 0.0% 0.0% ‐ 0.0% 0.0% ‐
Tanger Factory Outlet Centers 16 93.8% 93.8% 0.0% 93.8% 93.8% 0.0%
RED Development 16 31.3% 31.3% 0.0% 25.0% 25.0% 0.0%
CB Richard Ellis 16 18.8% 18.8% 0.0% 12.5% 12.5% 0.0%
Vornado Realty Trust 15 0.0% 0.0% ‐ 0.0% 0.0% ‐
Casto 14 14.3% 21.4% 50.0% 21.4% 21.4% 0.0%
Westcor 13 15.4% 15.4% 0.0% 84.6% 84.6% 0.0%
Centro 11 9.1% 18.2% 100.0% 0.0% 9.1% ‐
Madison Marquette 9 77.8% 77.8% 0.0% 66.7% 66.7% 0.0%
Mid‐America Real Estate Group 9 11.1% 11.1% 0.0% 11.1% 11.1% 0.0%
Poag & McEwen Lifestyle Ctrs, LLC 9 22.2% 44.4% 100.0% 11.1% 44.4% 300.0%
The Sembler Company 9 11.1% 11.1% 0.0% 0.0% 0.0% ‐
The Pyramid Companies 9 100.0% 100.0% 0.0% 22.2% 22.2% 0.0%
Vestar Development 9 44.4% 77.8% 75.0% 44.4% 55.6% 25.0%
© 2010 Alexander Babbage, Inc. All Rights Reserved 15
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Developer Aggregated by
Simon Property Group Simon Property Group, Inc., Simon Property Group (Chelsea), Kravco Simon Company
General Growth Properties General Growth Properties, Inc., c/o City of Trotwood, c/o Grand Teton Mall
CBL & Associates Properties CBL & Associates Properties, CBL & Associates Properties, Inc. , CBM RM‐Waco LLC
Jones Lang LaSalle Jones Lang LaSalle, c/o Ashtabula Towne Square
Forest City Enterprises, Forest City Commercial Management, Forest City Management,
Forest City Forest City Ratner Companies
Inland Southwest Management, Inland American Retail Mgmt LLC, Inland Commercial
Inland Property Mgmt, Inland Pacific Property Svcs LLC, Inland US Management LLC
Red Development RED Development , RED Asset Management, Inc.
CB Richard Ellis CB Richard Ellis, CBRE Louisville, CBRE/MEGA
Vornado Realty Trust Vornado Realty Trust , Vornado/Charles E. Smith
The Pyramid Companies The Pyramid Companies, c/o Avitation Mall
Vestar Development Vestar Development , Vestar Property Mgmt , c/o Vestar Development Co.
© 2010 Alexander Babbage, Inc. All Rights Reserved 16
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Facebook Use by Center Type Q2 vs. Q3
100.0%
90.0%
80.0%
70.0%
60.0%
47.1%
50.0% 44.9%
41.2% Q2
40.0% 35.6%
31.1%
26.2% 25.5%
28.7% Q3
30.0% 22.9% 21.5%
20.0%
10.0%
0.0%
Super Regional Regional Centers Lifestyle Centers Value Centers Entertainment
Centers Centers
Twitter Use by Center Type Q2 vs. Q3
100.0%
90.0%
80.0%
70.0%
60.0% 56.4%
53.2%
50.0% 41.2%
42.6% Q2
40.0% 35.0% 35.3%
25.9% Q3
30.0%
19.8% 20.9%
20.0% 15.5%
10.0%
0.0%
Super Regional Regional Centers Lifestyle Centers Value Centers Entertainment
Centers Centers
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Facebook Use by Top 25 Developers Based on Number of Centers
Q2 vs. Q3
Simon Property Group 21.6%
2.6%
General Growth Properties 88.4%
87.9%
CBL & Associates Properties 4.8%
3.6%
Westfield Corporation 35.2%
25.9%
Macerich 35.3%
31.4%
Jones Lang LaSalle 58.7%
39.1%
DDR 32.6%
8.7%
Pennsylvania R/E Investment Trust 48.4%
45.2%
Forest City 70.8%
66.7%
The Taubman Company 0.0%
0.0%
Glimcher 100.0%
38.1%
Prime Retail Management 5.3%
5.3%
Kimco Realty Corporation 0.0%
0.0%
The Cafaro Company 0.0%
0.0%
52.9%
Q3
Inland US Management LLC 52.9%
CB Richard Ellis 18.8% Q2
18.8%
RED Development 31.3%
31.3%
Tanger Factory Outlet Centers, Inc 93.8%
93.8%
Vornado Realty Trust 0.0%
0.0%
Casto 21.4%
14.3%
Westcor 15.4%
15.4%
Centro 18.2%
9.1%
Vestar Development 77.8%
44.4%
The Pyramid Companies 100.0%
100.0%
The Sembler Company 11.1%
11.1%
Poag & McEwen Lifestyle Ctrs, LLC 44.4%
22.2%
Mid‐America Real Estate Group 11.1%
11.1%
77.8%
Madison Marquette 77.8%
© 2010 Alexander Babbage, Inc. All Rights Reserved 18
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Twitter Use by Top 25 Developers Based on Number of Centers
Q2 vs. Q3
Simon Property Group 30.0%
14.1%
General Growth Properties 86.8%
86.3%
CBL & Associates Properties 7.2%
6.0%
Westfield Corporation 27.8%
24.1%
Macerich 98.0%
98.0%
Jones Lang LaSalle 45.7%
32.6%
DDR 32.6%
4.3%
Pennsylvania R/E Investment Trust 3.2%
3.2%
Forest City 70.8%
66.7%
The Taubman Company 0.0%
0.0%
Glimcher 100.0%
38.1%
Prime Retail Management 0.0%
0.0%
Kimco Realty Corporation 0.0%
0.0%
The Cafaro Company 0.0%
0.0%
17.6%
Q3
Inland US Management LLC 17.6%
12.5%
Q2
CB Richard Ellis 12.5%
RED Development 25.0%
25.0%
Tanger Factory Outlet Centers, Inc 93.8%
93.8%
Vornado Realty Trust 0.0%
0.0%
Casto 21.4%
21.4%
Westcor 84.6%
84.6%
Centro 9.1%
0.0%
Vestar Development 55.6%
44.4%
The Pyramid Companies 22.2%
22.2%
The Sembler Company 0.0%
0.0%
Poag & McEwen Lifestyle Ctrs, LLC 44.4%
11.1%
Mid‐America Real Estate Group 11.1%
11.1%
66.7%
Madison Marquette 66.7%
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Shopping Center Social Media: Who’s Doing What?
Q3 2010
Facebook Use by Region Q2 vs. Q3
100.0%
% Change 28.4% 27.8% 26.3% 33.3%
90.0%
80.0%
70.0%
60.0%
50.0%
39.8% Q2
40.0% 33.1% 31.6%
31.0% 30.3% Q3
30.0% 23.7% 26.2% 23.7%
20.0%
10.0%
0.0%
ICSC West Regions 8 ICSC South Regions ICSC Northeast ICSC Midwest
and 9 3, 4, and 5 Regions 1 and 2 Regions 6 and 7
Twitter Use by Region Q2 vs. Q3
100.0%
% Change 18.0% 28.0% 26.5% 33.2%
90.0%
80.0%
70.0%
60.0%
50.0%
Q2
40.0%
Q3
30.0%
20.0%
10.0%
0.0%
ICSC West Regions 8 ICSC South Regions ICSC Northeast ICSC Midwest
and 9 3, 4, and 5 Regions 1 and 2 Regions 6 and 7
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