Twitter Use Increasing Among Online Adults
Lots of us are.
According to new survey results from the Pew Internet & American Life Project, 13 percent of online adults now Tweet –and that’s up significantly from the first time Pew asked people about their Twitter use just a few months ago in November 2010.
Want more details about this 13 percent? I do, and so I was pleased to see that the May 2011 survey drilled down even more to discover that:
- Most like to Tweet while on-the-go. Nearly all (95 percent) of Twitter users own a cell phone, and more than half (54 percent) access the service on their phones.
- Twitter adoption is highest among non-whites. According to Pew, African-American and Latino internet users are each significantly more likely than whites to be Twitter adopters. The survey revealed that one in ten African-American internet users now visit Twitter on a typical day – that’s double the rate for Latinos, and nearly four times the rate for whites.
- Twitter is catching on with older age groups. Twitter adoption among 18-24 year olds remained stable from November 2010 to May 2011. However, the number of 30-49 year olds who use the service doubled over that same time period – rising from 7 percent of such users in November to 14 percent in May 2011. Growth was most dramatic among 25-34 year olds; in this group, Twitter use increased from 9 percent in late 2010 to 19 percent last month.
Twitters increasing popularity among online adults makes it an attractive, relatively cost-effective marketing tool. However, it certainly shouldn’t be the only tool in your social media toolbox. And, don’t discount the time and effort involved, either. Remember: Simply signing up for Twitter account (aka “having a Twitter presence”) isn’t enough.
Today’s consumers want individualized, two-way interactions with companies, and Twitter is one way to help make that happen. But, you’ll have to humanize your brand with messages that are relevant and personalized –and you’ll have to devote time and resources to be successful. (Twitter is a particularly content-hungry channel.)
Fortunately, a variety of simple-to-use analytics and marketing tools can help track your efforts, so you can evaluate what works (and what doesn’t) and sharpen your focus accordingly.
More information about the survey, including detailed graphs describing the results, is available here.