Twitter use is on the rise among US adults, particularly among the 18-to-24 age group, and a growing percentage of those consumers are using the service daily.
In the “Twitter Use 2012” survey from the Pew Internet & American Life Project, 15% of US internet users reported using the site in February 2012, up after a drop from 13% in May 2011 to 12% in August. However, the percentage of users who said they accessed the service daily doubled within the past 10 months, to 8% in February 2012, up from 4% in May 2011.
While overall Twitter user numbers continue to increase slowly, younger consumers are still flocking to the site. In February 2012, some groups saw a drop in user numbers, particularly those ages 25 to 34 and over 64. But the number of US internet users ages 18 to 24 who said they use Twitter rose dramatically, from 18% in May 2011 to 31% in February 2012. Moreover, 20% of internet users in this age group reported logging into Twitter daily.
On the mobile front, Pew found that 9% of all mobile phone owners used Twitter on their phones, including 22% of users ages 18 to 24.
Meanwhile, marketers are focusing on Twitter’s advertising products, Promoted Tweets, Trends and Accounts, and determining how well they work for their brands. In January 2012, search engine marketing company Greenlight found that 13% of internet users worldwide clicked on a Promoted Tweet regularly or often, with another 16% saying they did so rarely.
Twitter advertising is still relatively new—Promoted Tweets were the first to launch in April 2010—and only 7.9% of marketers worldwide have run an ad campaign on Twitter, according to an April 2012 survey by Wildfire. As mobile becomes a larger consideration for users and advertisers, there are opportunities, both for Twitter and for marketers, to make the most of the growing number of users and their increased engagement.