An online branding report has found that not only is Twitter increasing in popularity, but that tech brands are benefiting most when it comes to being mentioned on the platform.

The report also found that mid-week is the most popular time for Australians to mention tech brands through social media, with Twitter peaking mid-week with on average 500 to 1,000 more posts per day than the average.

The ‘Digital Brand Index (DBI 2.0)’ is conducted by PR firm Edelman in partnership with Brandtology.

Twitter continues to grow in popularity with 57% of online mentions occurring on the tool (123,696 mentions); nearly double the total number of brand mentions of all the other top 10 channels added together.

Despite significant product releases from Microsoft (18,897) with Windows 7 and Windows Mobile 6.5, Google (29,941) continues to dominate in terms of online mentions, with 20,528 of those mentions being made by ‘netizens’ through Twitter.

“With more and more Australians ‘tweeting’ every day, there is a real opportunity for technology brands in Australia to raise awareness and understanding, and to engage with potential and existing customers,” said Amanda Little, managing director, Edelman Australia.