Some research from Penn University puts some figures on the trend:
“Results from the study found that users employ Twitter to inquire about product information. About 20 percent of the tweets contained product information in the form of asking and providing, thus giving companies a “rich source” of information concerning issues and questions that customers have regarding their products.”
The audience is clearly there and more and more, brands seem to be realising this.
The challenge for Twitter will be whether they can monetise this and begin to capitalise on the potential revenue stream.