According to their study, 43 percent of active users 'unfollow' at least once in 51 days, and the average unfollow per person is 15 to 16.

Based on this study, the researches found four major factors correlate with 'unfollow':

1. Reciprocity of relationships: One-way relationships are fragile and the likelihood of getting broken is two and a half times higher.

2. Duration of a relationship: Newer relationships are more fragile.

3. Followee's informativeness: Non-informative relationships are fragile. In this case, Retweeted users are less likely to be 'unfollowed'.