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MagidAssociates-Twitter-User-Profiles-Feb2014Twitter’s Q4 earnings report may have disappointed in terms of user growth, but recent survey data suggests that its existing users present attractive targets for marketers. The latest annual social media study from Frank N. Magid Associates finds that compared to the average social media user, Twitter’s users skew younger and wealthier while spending more time with social media.

Specifically, the study results indicate that:

  • The mean age of a Twitter user is 34, three years younger than the average across all social networks (note: the survey was among social media users aged 12-64);
  • Some 31% have an annual household income of more than $75k, compared to 25% of average social media users; and
  • Twitter users are more likely to be Hispanic (14%) than the average social media user (10%).

(More demographic data concerning Twitter users – and users of other major social networking sites – can be found here.)

Meanwhile, Piper Jaffray made big news late last year when its biennial survey found more teens saying that Twitter was their most important network than Facebook. According to the Magid study, teens (12-17) consider Twitter to be trendier and more unique than the other major social networks, also perceiving it to be the most informative. In line with that, use of the site has risen among 12-17-year-old social media users, from 39% in 2012 to 44% in 2013. (Pew also detailed a rise in Twitter adoption among teens; in fact a much more significant one than found by Magid.)

Other Findings:

  • Twitter users are more likely than the average social media user to: watch online video on a computer (81% vs. 67%); use a smartphone (76% vs. 64%); play video games (69% vs. 60%); and use a tablet (54% vs. 40%).
  • Twitter users are more favorable to ads on the platform than to those on Facebook across all measures tracked.

About the Data: The data is based on a nationally representative sample of 1,843 12-64-year-old social media users in the US.

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