#SMTLive today!

7 Surprising Statistics About Twitter in America

Ah Twitter, we thought we knew you.

A comprehensive survey (1,753 respondents) released today by Edison Research (a division of Arbitron), paints a fascinating picture of Twitter and its role in America's social media ecosystem.

The full 49-page study is full of interesting graphs and data morsels, but these are the 7 findings that I didn't anticipate:

1. Twitter is Ubiquitous
Like Terrell Owens, Carrie Underwood, and Coke Zero, Twitter is almost universally on the radar of Americans. 87% of respondents had heard of Twitter, compared to 88% who had heard of Facebook. (Note that the survey population was 12 and up, including a representative portion of seniors). Thus, we can safely assume that with the exception of Amish, prisoners, and sea creatures, the entirety of the country knows about Twitter.

2. Twitter Sucks at Converting Awareness to Usage
Known by 87%, just 7% of Americans use Twitter. Thus, fewer than one in 13 Americans who know about Twitter, actually use Twitter. Compare that ratio to Facebook, where 88% have heard of it, and 41% have a profile (a conversion rate approaching 50%).

3. Twitter is the Important, Vocal Minority
While only 7% of Americans are using it, the Twitter population is still 17 million people, which is roughly equivalent to the combined populations of Connecticut, Oregon, Kentucky, Kansas, and Oklahoma. And while substantially smaller than the Facebook brigade, the Twitter crew is tuned in to brands like nowhere else on the social WEb.

49% of monthly Twitter users follow brands or companies, compared to just 16% of social network users overall. Put another way, Twitter users are 3 times more likely to follow brands than Facebook users. Combined with their above average income and above average education, Twitter users' propensity to interact with brands make them a huge potential source for Mass Influencers (although Forrester's research says Facebook is a better pool).

4. Brand Interaction is a Major Part of Life on Twitter
In addition to following brands, Twitter users research and engage with companies. 42% learn about products and services via Twitter. 41% provide opinions about products/services. 19% seek customer support.

“Twitter users talking about marketing and brands far exceeds the usage on the other social networks,” said Tom Webster, the VP of Strategy & Marketing at Edison (and the study author), when I interviewed him for this post.

I maintain that as Facebook continues to tie together the real-time Web with the open graph, Twitter usage will inexorably shift from person to person connectivity, to customer to company connectivity. I believe Twitter will ultimately be the way that we interact with brands, and will power the social CRM movement. Tom agrees, and included that concept in the Executive Summary.

5. Twitter is Disproportionately Popular with African Americans
Forrester's Tamara Barber recently published a report showing Hispanic usage of Facebook and other social networks far outpacing usage by non-Hispanic White Americans.

This Edison Research shows that for Black Americans, the social network of choice may very well be Twitter, as 25% of Twitter users are African Americans (approximately double the U.S. population).

Tom Webster theorizes this may be due to Twitter's functional similarity to text messaging, as several studies have shown Black Americans use the mobile Web at rates roughly double that to non-Hispanic Whites.

6. Twitter on the Go
Certainly, the tie between Twitter and mobile is strong, as 63% of Twitter users access social networks via mobile phone, compared to 34% of social networkers as a whole. Also, 73% of Twitter users send SMS text messages multiple times per day. Also, 49% of Twitter users have an iPod, compared to 28% of the total U.S. population. Makes me think we should be doing more podcast promotion on Twitter?

7. Speak No Evil
Maybe I just don't get it, but I don't really see the point of Twitter if you're not engaged and interacting. But according to these findings, 53% of Twitter users never post any updates. To me, this reemphasize the needs to be keyword smart in your Tweets, and to not dip into the pool of banality. Even though half your customers may not be tweeting or retweeting, they ARE watching, reading, and clicking.

What's most surprising to you about Twitter in America?


Link to original post

Join The Conversation

  • May 12 Posted 7 years ago SabrinaNagel

    I find this discussion very interesting. Well, I am very interested in social media and am using a range of sites, but the my main ones are definitely facebook, twitter and linkedIn. I find it hard to compare the three as they are very different tools and have different users/audiences. facebook is in my opinion very personal as you are able to share many aspects of your life and your personality such as videos, photos and what you are doing. especially, in a globalised world it is a great tool to stay in contact with family and friends who might be geographically dispersed. companies can also utilise facebook to keep customers informed, connect and build a community. in regards to the examples mentioned above with seniors using facebook, I am asking myself how many of them actually "like" business pages or groups- I am assuming not that many in that target market. my point is, jsut becasue more people are using facebook doesnt mean that facebook is a better tool for businesses as it depends on HOW they are using it.  twitter, on the other hand, i find very useful with urgent requests or questions- the immediacy of twitter is great. the same goes for breaking news-thay seem to appear faster on twitter than through traditional media (not that is crucial for my job, but handy). i have build up a small group of people (yes most of them are early movers because they work with social media or just have a passion for new trends) whom I communicate with and the 140 digit limit is a great way of exchanging short 'soundbites". twitter also seems to be a valuable market research tool (obviously taking the limits into consideration) as well as a customer services tool as it helps brands to find out what customers think and enable them to respond quickly to customer enquiries. it is great if you can just send a tweet if you have a problem with something rather than getting into a phone queue or trying to find the right email address. in that way i find it very interesting and useful. linkedIn is very focused on business networking and hence has again a different target group.

    To sum it up (the post did turn out longer than anticipated), I do not think there is a black and white or that one is superior than the rest, but I think it depends on what your needs are and how you use a particular network (business or private etc). If you use social media for business you need to know where your customers are and that will help you in choosing the appropriate channel. I hope that wasn't too off topic. I would love to hear your thoughts.

  • Apr 30 Posted 7 years ago TomPrall

    On the other end of the age-scale (from Chris' prior post) are my kids.  One is a recent college graduate and the other is a sophomore in college.  Both should be (by most accounts) avid Twitter users.  They aren't.  One started an account about a year ago and hasn’t even looked at it at all in the past six months.  The other one has zero interest in starting an account.  They both are FaceBook users and see little value in Twitter.  They aren’t the only college kids to feel this way.  The format is limiting.  Sorry, Twitter fans, but the usability is difficult.  And they get what they want/need easily from FaceBook.

    I am a Twitter user and I do find some value in it as a medium.  But I don’t expect companies to interact with me on Twitter.  I know how to reach them if I need to, and I still feel like social media in general is for people-to-people contact.  Not company-to-people.  Yes, I know I will get some push-back from the “your-company-can-make-money-on-Twitter” zealots on that one.

    Oh, my mom (age 81) is also all over FaceBook.  She will never glace at Twitter.  So to be honest, I’m not at all surprised at the study’s findings in regard to Twitter awareness … verses those who sign-up … versus those who actively use Twitter. 

Webinars On Demand

  • May 09, 2017
    With all of the technologies available to marketers today, have we lost that personal touch? Join VP of Content Marketing for ON24, Mark Bornste...
  • April 05, 2017
    In the ever-changing world of digital marketing, operational efficiency, quick turn-around times, testing and adapting to change are crucial to...

Whitepapers