MKM Partners Offers Proprietary User Survey On Twitter, Notes 'Positive Initial Response To New User Experience Efforts'

In a report published Monday, MKM Partners analyst Rob Sanderson commented on his sixth proprietary survey on Twitter Inc

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(NYSE: TWTR) usage.Identical to prior surveys, Sanderson targeted a large random sample of active and inactive Twitter users and attracted around two thousand responses. However, unlike previous surveys, the analyst focused on "very new" users (that is less than one-month) to query feedback on recent product improvements.Here are the analyst's findings:

Breaking news and celebrities continue to lead as a category of interest.
Twitter users are well distributed across income, age, education and ethnic demographics.
More than 40 percent of inactive users tried Twitter a few times and quiet, consistent with prior surveys. 25 percent of respondents noted they stopped using Twitter because it was too hard to use, while 15 percent cited too much content.
Recently launched features like "Instant timeline" and "While you were away" are aimed to address new user start-up and user experience issues.
66 percent of very new users noticed the "Instant Timeline" while 66 percent of those users found it accurate or very accurate, 71 percent found it convenient or very convenient while 68 percent found it helpful or very helpful.
Only 36 percent of users surveyed have noticed the "While you were away" feature. Of those users, 55 percent found it helpful or very helpful.

"The user growth problem with Twitter is not attracting new user sign-ups, its converting these into active users," Sanderson wrote. "Tightening down attrition among the "tried a few times and quit" bucket is itself enough to inflect monthly active user growth. This has been our thesis for 2015 and our latest survey offers strong support."Sanderson stated that he was very encouraged by initial feedback from the survey and suggested adding to or building new positions ahead of the first quarter results.Shares remain Buy rated with a $62 price target.