The study conducted in August over 9,200 users showed that "roughly 24 percent of the respondents that used Twitter, reviewed or rated products online;" while the answer for other network is only 12 percent.The study also show that "Twitter users were also more likely to visit company profiles (20 percent) than non-Twitter users (11 percent), and twice as likely to click on ads or sponsored links (20 percent vs. 9 percent)."
Why is the rate of engagement higher on Twitter?
The first benefit of Twitter is that people are more focused, there are less distracting activities such as commenting on personal pictures or playing games. Since Twitter users are more focused they are more keen to click on links via Twitter than Facebook or MySpace. Other social network offer other activities where users don't want to be distracted by ads.
Second, Twitter by its nature is an "information stream, not a destination". Users are there to share links, comment and write about product or services. Mentioning products or brands covers about 20% of theirs updates.
So, what will be the future?
More and more opportunies for companies to advertise and brand their product. There is "a potential $100 million investment on the horizon—is whether Twitter can turn these advertising-friendly users into revenue. (The startup has some plans for ads, but is more focused on making money from premium accounts). Still, companies like Glam Media, 12seconds and others have already figured out how to do it, and largely without splitting any of the revenue with Twitter itself."