Nescafé’s recent decision to convert all of its international and local websites to Tumblr blogs is a bold move but, as our midweek Chart of the Day shows, it does come with some benefits.
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).
Look at the brand engagement activities of Tumblr visitors and some other positives emerge. In particular, 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.