While Twitter has seen a huge explosion in use, one must ask, who is using it? The common assumption is that the Millienials, teens through mid 20s, are the users, as they are the most active segment in social networking.
The Shocker: While 99% of people ages 18-24 use social media, only 22% use Twitter.
On Andy Beal’s Marketing Pilgrim blog, he break it down further:
Of the 22% that do use Twitter:
- 85 percent follow friends
- 54 percent follow celebrities
- 29 percent follow family
- 29 percent follow companies
The Takeaway: While Millenials do use Twitter for social networking, and even following their favorite actors or musicians, it seems that companies may have to evaluate if it is really worth their while to promote on Twitter. For many, it would be time, energy, and money better spent elsewhere.
