Marketers Find Growing Mobile Audience at Twitter

The Pew Internet & American Life Project just released its latest data on Twitter users. The information updates numbers that were released in 2010 and 2011 and now provide a solid trend line. After reading these numbers, marketers may want to take a second look at Twitter as a promotional platform.

The research shows that the percentage of Internet users who turn to Twitter on a typical day has been steadily increasing:

  • November 2010 2%
  • May 2011 4%
  • August 2011 5%
  • February 2012 8%

The total number of Twitter users continues to rise as well. In November 2010, 8% of online consumers looked at Twitter occasionally. Now, the number stands at 15%.

There are some components of the Twitter user base that have not changed much. Women (15%) slightly outnumber men (14%). Blacks (28%) are more likely than whites (12%) or Hispanics (14%) to use Twitter. Surprisingly, consumers with no high school diploma (22%) have the highest rate of Twitter use when this group is looked at through the lens of education level. Urban consumers (19%) outpace their suburban (14%) and rural (8%) counterparts on this social media platform.

Researchers believe some of the growth on Twitter is fueled by the rapid adoption of smartphones. There is an association between younger consumers, their mobility and Twitter use. At least 31% of 18–24 year-​olds use Twitter and this is also the age group that has had the fastest rate of smartphone adoption in the past year. Also noteworthy is the 9% of mobile phone owners who use Twitter on these devices.

For marketers who have been hesitating about moving into Twitter promotions, the message from the Pew numbers is clear. The audience at the format, though small, has been growing, and provides access to consumers with some unique demographics.

[Source: Smith, Aaron and Brenner, Joanna. Twitter Use 2012. PewInternet​.org. 31 May 2012. Web. 13 Jun. 2012] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.