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11/10 2010

Who are these Tweeps? Demo info on Twitter

Hat Tip to the always radass Brian Solis and the cool folks at Ad-Ology who just did a major study on who exactly is on Twitter as part of online attitude survey of around 2,000+ Americans. Anyone have $295.00 so I can get the whole report?

The report, “Twitter Users in the United States” surfaces the demographics and psychographics of Twitter users for brands and businesses to better understand the hearts and minds of this unique group of potential customers and influencers.

If we were to humanize the results, we see that the average Twitter user is likely to be:

- Women than men
- Single, with no kids at home
- Have average incomes
- With some college experience
- Own their primary place of residence
- Live in a suburban location

Age

Of the 2,100 people surveyed, the age of Twitter users divided mainly among two groups, but significantly among four…

25-34 = 28.4%

35-44 = 26%

18-24 = 17.8%

45-54 = 13%

Race

The balance of users in this particular study skewed toward white people with 73.6% followed by English speaking individuals of Hispanic origin with 9.6% and 8.7 of reporting participants representing black communities.

Education

As you can see, those who participated in the study indicate that Twitter is home to a well educated society. 30.3% have completed some years of college, 24.5% have earned a Bachelor’s Degree and 18.3% have finished Grad School.
As you can see, those who participated in the study indicate that Twitter is home to a well educated society. 30.3% have completed some years of college, 24.5% have earned a Bachelor’s Degree and 18.3% have finished Grad School.

Gender

As in most of the most popular social networks in the United States, more women than men have created accounts on Twitter. And in my work with Klout and PeopleBrowsr, we also learned that when analyzing the greater population of the Twitterverse, women also held greater influence over men.

Psychographics

The study also dove into the interests, aspirations, and behavior patterns of those most active on Twitter.

Goals

The top personal goals for Twitter users are: Save more money (74.5%), Exercise more often (63.0%) and Lose weight (58.2%).

Internet

57.7% of Twitter users use the Internet more than three hours per day for personal use (outside of school or work) and are considered “heavy Internet users.”

Media

This is one area I’m not sure I agree and need to learn more about this before I comment…

Some Twitter users are more likely to be “heavy users” of the following traditional media: Television (22.6% watch more than 5 hours per day); Newspaper (22.1% read at least one newspaper 6-7 days of the week); Radio (17.8% listen more than 3 hours per day).

Twitter Users are Causemopolitan

60.6% of Twitter users follow a cause/charity on Facebook or Twitter.

53.8% of Twitter users state if price and quality were equal, support of a cause or charity that is important to them would influence their purchase decision.

Advertising

72.1% of Twitter take action after being exposed to advertising and 69.2% through some form of content marketing. “Action” is defined as clicking on a banner ad, doing an Internet search, going to the advertiser’s website, buying the product advertised, or calling/visiting the advertiser.

Google Buzz

Social poster

delicious digg reddit technorati facebook twitter google yahoo wikio blinklist simpy spurl 

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  2. 11/11 2010

    Great post. I’m with ya – not too sure about use of other media (TV, newspaper, etc.). I definitely don’t fall within that category.