Digital Media: Who Are The 8% Of Online Adults Using Twitter

Posted by Three Ships Team

Today Pew Research Center’s Internet & American Life Project released its first report at the user habits of Twitter accounts.  This is the first time that the Pew Internet has asked a specific question about a particular platform,as it previously has been more focused on user frequency and habits. The big headline coming out of the report is that 8% of online adults use Twitter (6% of the entire adult population).

So what does this tell us about those users?

  • Most likely a woman
  • Between the ages of 18-29
  • Has had some college education
  • Urban living
  • Most likely of a minority background (African-American or Latino)

Twitter Usage Activity:

 Twitter Users

3 Key Takeaways On Usage:

  • Because a majority of updates involve personal or work activities, Twitter can be a great tool to gather data on your target community to include in your digital strategy.
  • The second  most popular activity of daily users is to Retweet others.  Posts that are Retweeted have a compounding effect on the content.  Marketers should take this into consideration when they are drafting their status updates.  Make sure that someone could easily Retweet the information from your feed by counting the number of characters in your handle and making sure your update has enough remaining characters to fit the 140 character limit.
  • Only 36% of users post at least one update every day. This statistic, in combination with the fact that a majority of users don’t post every day, should influence the frequency and type of content shared.  Posting multiple updates discussing the same topic would likely give you the best exposure to your online communities.

While a digital marketer might look at the profile of the average Twitter user and determine that is not their target market, they would be missing out on the search benefit that comes along with engaging through Twitter.   Google and Bing have both begun adding social search as a prominent component of their search algorithm and social status updates through platforms like Twitter are showing up in search results.  Twitter is not a fit for all businesses, but before you write it off run a test.  Over the course of a month determine a set number of updates that you are going to post and then at the end of the month look through your website analytics and evaluate the quality of traffic that is referred to your site.  Having numbers to back up your digital marketing activities is the best way to maximize your ROI.

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Three Ships Team