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We’re happy to announce that today we have launched a new feature, Demographic Insights, which breaks down online authors according to their gender, interests, profession and location.
You can find out all about that here, but chances are you came to this post to see some juicy stats about Valentine’s Day, right?
We’ve analysed Twitter chat from the UK and Ireland about the day of romance, using our new demographics data to take a look at the differences in conversation between the different genders and cities. Scroll down to see the infographic, or read on for some more details!
More interested in the US? Take a look at our US version.
Renowned UK retailer Argos partnered with us to create this infographic. Argos are at the digital forefront when it comes to retail and the customer experience, and are using Brandwatch to aid their transition to becoming a digital retail leader.
Last year, Argos opened the first of their new digital stores, which use new technology such as iPads and personalised digital Point of Sale displays to give customers a quicker, slicker in-store experience.
“Brandwatch’s flexibility and ability to drill down into social data means we can effectively monitor and manage our brand reputation, as well as discover and understand the online conversation about each of our stores,” says James Finch, Customer and Digital Insight Manager at Argos.
“Demographic Insights adds even more value by allowing us to understand more about our online audience, especially segmenting them by their gender and location, so that we can better understand our customers’ buying habits, and the response to our products and stores.”
You can see all the stats in our infographic below, and beneath that there’s a summary of some of the results if you prefer words to pictures.
We tracked conversation on Twitter in the UK and Ireland for the past 10 days and found that….
The most romantic cities are, according to the data…
The rest of the UK and Ireland better buck up its ideas, eh?
Women are more involved
Perhaps unsurprisingly, women tend to discuss Valentine’s Day more than men, with 68% of the chatter conducted by females.
Love is in the air
We’ve found that, of those expressing an opinion, the majority are feeling loved up – 65% of chat is about loving the big day, with 35% more hateful. Men are ever so slightly more likely to hate the day than women, but the difference is minimal.
Tradition is where it’s at
It seems that those discussing Valentine’s are traditionalists at heart, with 99% of conversation about gifts about traditional presents such as chocolate, cards and flowers, and just 1% about less traditional items such as electronic items. We found that those working as executives or in tech/IT jobs tended to be most likely to discuss non-traditional gifts.
Both men and women discuss cards frequently, but the next most discussed gift is flowers for men and chocolate for women.
Singletons are feeling, um, lonely
We found 7% of the chat about Valentine’s was from complaining singletons, with the most popular complaint being the feeling of being alone – we feel ya.
Other complaints included adverts reminding them that they’re alone on Valentine’s, and that it is overrated anyway (do we sense a bit of defensiveness there?)
Those interested in music, artists and students tend to complain about being single the most – perhaps their artistic nature means they express their feelings more!
UK vs US
We’ve also done an infographic taking a look at US conversation about Valentine’s Day, and it seems that Americans aren’t that different from the UK/ROI when it comes to the day of lurrrve.