The Demographics of Twitter Users [Study]

Twitter has more than 500 million users and is continuously growing, but who are all these new tweeters? Pew Research Center has released an Internet study that focuses solely on Twitter and includes some great user demographics. The study is based on the findings of a survey on Americans’ use of the Internet. The results in this report are based on data from telephone interviews conducted by Princeton Survey Research Associates International from January 20 to February 19, 2012, among a sample of 2,253 adults.



Twitter is soaring among young adults
15% of all online adults in the U.S. use Twitter as of February 2012, and 8% are daily users. Pew defines an online adult as someone who uses the Internet and/or email at least occasionally. The number of Twitter users has almost doubled from 8% to 15% within 18 months from November 2010 to February 2012. In this time frame the number of daily Twitter users has quadrupled from 2% to 8%. However, the overall Twitter usage has only grown with a couple of percentages over the last year, from 13% to 15 %, but the daily Twitter usage has still doubled.


As we have just learned, the overall Twitter usage among adults has remained steady over the last year. However, Twitter usage among the 18-24 year olds has grown dramatically between May 2011 and February 2012 from 18% to 31%. Twitter usage for people in their mid-20’s to mid-40’s hasn’t changed much. It stayed roughly the same last year after more or less doubling the previous year.



The correlation between smartphones and Twitter usage
The rise of smartphones and mobile apps might account for some of the recent growth in Twitter usage among the very youngest adults. Smartphone users are particularly likely to be using Twitter, and Pew found that one in five smartphone owners are Twitter users, with 13% of them tweeting on a daily basis. 16% use the service specifically on their cell phones. By contrast, only 9% of Internet users who own more basic mobile phones use Twitter and only 3% of them use Twitter daily. Also, people living in urban areas are almost twice as likely to use Twitter on their cell phone as people in rural areas.


The tweeters
The report also broke down some Twitter user demographics to give us a better idea of the people behind the tweets. To draw out just a few of the findings:

  • The male/female ratio of Twitter users is almost equal. Women have a slightly higher Twitter presence than men, with 53% of the users being female.
  • As we already know most Twitter users are young. 26% of Internet users, aged 18-29, use Twitter. That’s nearly double the rate as for the age group of 30-49 year olds where only 14 % use Twitter. Among the youngest adult Internet users, aged 18-24, a whopping 31% are Twitter users.
  • African-American Internet users are much more likely to be Twitter users than the general online population. 28% more than one in four online adult African-Americans use Twitter with 13% of them being daily users. Hispanic users are the second most active group on Twitter (Pew noted that both of these groups have high rates of smartphone ownership).
  • People living in urban and suburban areas are much more likely to be Twitter users than residents of rural areas.



Takeaways for marketers
It’s very valuable for marketers to know who they will be most likely to reach on different social media platforms. Twitter is growing quickly and offers many great marketing possibilities. Two important points for marketers to take away from this study is that the growth of smartphone usage is highly correlated to the growth of Twitter usage, and that the last two years have shown a 400% growth in Twitter usage by 18-24 year olds. Marketers should consider these points when they plan their campaigns and pick their platforms. Brands who wish to communicate with a target group of young and primarily urban and suburban people might benefit hugely from including Twitter in their marketing strategy.

Clickbait: Information overload! How can brands cut-through all the noise?

Screen Shot 2016-04-12 at 10.11.34You won’t believe the hidden message in this blog post! Or rather – there isn’t one, I just wanted you to click through and read this. But bear with me – I’m about to suggest something incredibly controversial – a never-heard-before admission by a social agency!*

As much as clickbait is the emotional catnip of our online experience and can drive consistent traffic for publishers like The Daily Mail and Huff Post who churn out multiple stories each day, it’s still hugely annoying to discover you’ve been duped by an over-excited headline promising to give you all the feels. For brands, adopting the same practice can negatively affect perception and ultimately – sales. So how can brands cut through all the sensational copy and deliver successful results without falling prey to creating clickbait themselves? How do they beat them rather than join them?


Platform crackdown

In the early days of social, Facebook optimised content based on engagement, meaning that if users clicked on a piece of content, it received a higher ranking in newsfeeds. In 2014 Facebook took steps to try and crack down on those gaming this ranking using clickbait, and in February this year it introduced an update based not just on what users engaged with in their feed, but what they wanted to see. Facebook’s advice is that Pages should avoid encouraging people to take action (such as encouraging lots of clicks), because this will likely only cause temporary spikes in metrics that might then be rebalanced by feed’s ranking over time – meaning the latest ranking favours content that users naturally engage with rather than content that users click on through coercion.


Last month Instagram followed suit and announced it would alter user’s feeds to optimise the content users “care about the most”, and Twitter has also adopted a similar change (although users can opt-out and revert back to the chronological feed). The changes will hopefully make it harder for clickbaiters to game feeds with meaningless content, but the real aim for the platforms hosting is to surface more engaging content more frequently so users return often and stay longer.


The same goes for brands on social. If the content they produce is consistently engaging, then users will interact more frequently, leading others to discover it through preferred ranking. Ultimately, these new newsfeed algorithms exist to generate more meaningful engagement, driving not just clicks, but conversations via comments, and shares.


Learn and adapt

Meaningful engagement begins with relevant content that creates value for the user and the brand. While an insight-driven content strategy is key to delivering this, brands should also adapt stories and messages based on the emotional needs and behavior of their audience. This is more than just a case of ‘test and learn’ or refining what has already been done. Brands must also evolve their approach in line with new behaviors, platforms, competitors and rankings or risk being left behind by those who do.


A good example of a brand that does this well is Buzzfeed, who’s CEO recently shared their new strategic thinking, revealing how their objective has changed from getting users to click through to their main site to view stories, to allowing content to be consumed directly on other platforms. The new direction was prompted by analysing which content generated clicks and discovering that users prefer to consume some types of content within the platform they are already on. The company also found a discernable difference between user interactions with the same content on different platforms, demonstrating how content demand and consumption vary across sites. What spreads like wildfire on Facebook might fail miserably elsewhere.


Relevance is key

For brands looking to use social content to drive click-through to their site, it’s important to balance the goal of the company (clicks to eyeballs, or conversions to sales, for example) with the desire and behavior of users on different sites, and monitor response over time. Relevance is key to interaction, and brands that think like publishers will know that relevance is an ever-changing chameleon. While users are bombarded with meaningless clickbait, there is ample opportunity for brands to channel the social zeitgeist by delivering valuable content that meets audience needs in the format, time and platform that suits them. If they get this right, they won’t need clickbait.


At Mindjumpers we help companies and brands to think as publishers and provide end-to-end social media management across multiple markets, encompassing full social strategy, planned and reactive content creation, analysis and reporting.


If you’d like to find out more please get in touch.


*Don’t be naughty and scroll to the last paragraph – I’ve hidden the controversial part somewhere to optimize your dwell time in finding it!