Posted by Abe Sauer on June 1, 2011 03:30 PM
With Congressman Anthony Weiner's Twitter scandal at the top of the political news cycle, the social messaging service which allows you to tell people you've never met that you just relieved your bladder is more popular than ever. And there's new data to prove it.
The Pew Research Center's Pew Internet and American Life Project (Pewternet?) just updated its data on Twitter usage. It's worth a read for the casually curious, and an absolute requirement for marketers and brand strategists.
Most of all, the results should most remind everyone that Twitter users are not at all representative of larger population.
The report indicates that adoption is booming. Up from 8% in November 2010, 13% of online adults now use Twitter, representing a 60% increase in just six months.
The obvious early adapter age demos still seem to be in place, with the fastest growth occurring in the 25-34 age range (more than doubling since late 2010) and 35-44 (an 80% increase in the same period). A full 6% of those over 65 use Twitter, which is heartening.
Not surprisingly, almost all Twitter users have a cell phone. Surprisingly, half of all of them use it to access the service.
Male users outnumber female users.
One of the most interesting demographic breakdowns is that while 9% of white web users employ Twitter, a quarter of all African Americans do, and 19% of Hispanics.
One data point that might appeal most to marketers is that the highest percentage of Twitter users (as a percent of total internet users) fall into the family income demo of $75,000+. So they're an affluent bunch, which is why it's such a hotbed for marketers.
With Twitter just acquiring ad platform AdGrok, it appears AdGrok will be exclusively Twitter's.
Portfolio notes that the AdGrok blog announced a close of service to new business and that it would "stop charging all current clients immediately." The move could be Twitter's first full blown foray into monetizing all of those juicy Pew demographics.