Twitter is not the best way to reach parents with young families and those who work long hours

Since it was launched six years ago, Twitter has gained worldwide popularity with over 140 million active users. For PROs, it is a work tool, but according to latest research by fast.MAP, only 5 per cent of consumers use it solely for work-related reasons.

Source: fast.MAP Research

Looking at the demographics of Twitter users, there is a bias towards younger adults:

• Two-thirds (67 per cent) of 18 to 21 year olds
• Four out of ten (39 per cent) of 25 to 29 year olds
• 36 per cent of 22 to 24 year olds
• A third of 30 to 34 year olds
• Three out of ten 35 to 45 year olds
• Two out of ten 46 to 55 year olds

David Cole, managing director of fast.MAP, puts these findings in perspective: “Use starts tailing off at the age of 34; is down to 12 per cent of 56 to 65 year olds and is highest among the youngest adults with two-thirds of 18 to 21 year olds using it it.

“PR professionals might want to observe that it is used by fewer than four out of ten people in all age groups other than the 18 to 24s. I find this interesting, because it means Twitter is used most by young adults – probably because as they age, their commitments become too time-consuming to leave time for Tweeting.

“Therefore, it might not be the best way to reach those with young families, heavy work commitments or requirements for financial services. Though it is spot-on for those marketing digital entertainments, mobile phones or first cars.”

Source: fast.MAP Research

Looking at how often people access Twitter, around one third of users check it at least once a day (36 per cent) but an equivalent number of users look at the site just once a month. Nearly three-quarters (72 per cent) of users obviously like the social media site as they plan to use it more often in the future. In terms of what the site is used for, it is mainly for entertainment, as just five per cent of users use the site for work reasons.

Source: fast.MAP Research

Methodology
 

fast.MAP broadcast PRmoment’s Twitter questions to a demographically-balanced panel of 1,560 UK adults in May 2012. As 83 per cent these adults do not use Twitter, further questions about Twitter usage were asked to the 17 per cent of consumers in the sample who do.