Twitter: Flat Percentage of Users, but Deeper Engagement

New research shows that only 15% of online adults use Twitter, and only 8% use the service every day. Although the percentage of users remains fairly stable and is fairly small, the number of daily users has doubled since May 2011 and quadrupled since late 2010. Pew Twitter

Authors of the February 2012 Pew Research Center's report credit smartphones with the increase in usage. According to Aaron Smith, Pew senior research specialist, "I do think it's notable that typical day Twitter usage is growing even as the overall usage stats have remained fairly consistent, [which] would imply that existing Twitter users are growing more engaged over time, with mobile being a big part of that story."

It took a while, but younger users are getting onboard with Twitter. Between November 2010 and February 2012, the percentage of Internet users between 18 and 24 on Twitter has increased from 16% to 31%. In addition, one in five in this age group uses Twitter.

Discussion Starters:

  • Read the Pew report. What other conclusions can you draw from the study?
  • What is your own use of Twitter? If you fit within the category of growing users, why has your usage increased?
  • How is this new information relevant to corporate communicators?