Food and beverages brands are the most mentioned on Twitter

The food and beverages, clothing, and the retail sector generate the most direct mentions among Twitter users in the UK – the new study of BrandWatch Institue states.

The survey found that food and beverages brands have almost as frequent appearances as television, movies and sports, and mentioned more than music, celebrities, and breaking news – warc.com quotes.

Members of the food and drinks category yielded 32% of these messages. McDonald's and Nando's, the restaurant chains, Tesco, the supermarket giant, and Cadbury, the confectioner, led the charts here.

Clothing and accessories brands delivered a further 17% of tweets. River Island, the retail chain, enjoyed the greatest amount of buzz, ahead of UGG boots and Boohoo, the ecommerce site.

The technology sector was the subject of 11% of tweets referencing brands. Apple, and its iPhone handset, topped the category rankings, with Samsung, Microsoft and Orange following next.

While 80% of content about technology brands was generated by men, women were behind 89% of tweets in the clothing category and 73% for food and drink.

Elsewhere, general retailers and operators in the entertainment industry were each mentioned in 11% of tweets mentioning brands. Transport and beauty products came next on 4% apiece. (marketinginfo.hu)