Twitter Usage In America 2010 is a new report derived from the Edison Research/Arbitron Internet and Multimedia Series. This study presents three years of tracking data from a nationally representative telephone survey (via landline and mobile phone) of 1,753 Americans, and was conducted in February 2010.
The report details new data on the awareness and usage of Twitter, along with user demographics, status updating behaviors, brand following activity and even an early look at location-based social networking.
Highlights of the study include:
- Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010 (by comparison, Facebook's awareness is 88%;
- Despite equal awareness, Twitter trails Facebook significantly in usage: 7% of Americans (17 million persons) actively use Twitter, while 41% maintain a profile page on Facebook;
- Nearly two-thirds of active Twitter users access social networking sites using a mobile phone;
- Twitter is a natural "companion medium" to other media channels--in particular to live TV. This trend also dovetails with the rise in multi-platform media consumption and consumer interest in simultaneously watching TV and engaging in real time communication via Twitter or using social tv iPhone/iPad apps like tvChatter and/or Miso.
- 51% of active Twitter users follow companies, brands or products on social networks;
- Twitter usage among African-American's hovers around 25%, more than double the percentage of African-Americans in the current US population. This could also be attributed to the fact that minority youth tend to use mobile devices to access the web and therefore are more inclined to participate in mobile social networking activities like Twitter.