Report: Consumers are Tweeting, are you?

You may not be interested in social networks for your business, but chances are the consumers you need to make purchases are interested. For that reason alone, marketers must begin thinking about a social media strategy headed into 2010. But, more than that, marketers need to know which consumer groups are using social platforms, how they are using them and why. A new report from Pew Research sheds light on the subject.

by Kristina Knight

According to the report about 20% of American consumers are now using Twitter's platform to check in on friends, family and businesses/brands. Although still a relatively new platform, Twitter usage has increased more than 10% since 2008, an indicator that the platform could be one of the places brands and businesses need to be.

Twitter findings:

• Researchers found women (21%) are more likely to Tweet than men (17%)
• African American consumers (26%) and White consumers (19%) are most likely on Twitter
• 33% of Younger Consumers (18-29) and GenX (22%) are most likely on the platform
• Twitter users are more likely to be educated, using Broadband or Wireless connections and to own 3 or more wireless devices

General Social Media findings:
• Twitter users are most likely on at least one other social network
• Mobile consumers are more likely to tweet than PC users
• 37% of consumers 18-24, 31% of consumers 25-34 and 19% of consumers 35-44 are Tweeting

"Statistical analysis also shows that wireless access is an independent factor in predicting whether someone uses Twitter or another status update service. It is not simply because this group is likely to be young or tech-savvy. Owning and using a wireless internet device makes an internet user significantly more likely to tweet," was written in the report.

Tags: online research, Pew Internet & American Life Project, Pew Research, social media, social networks, social research, Twitter