Wednesday, August 26, 2009


The NY Times updates misconceptions about Twitter’s demographics:

Just 11 percent of its users are aged 12 to 17, according to comScore. Instead, Twitter’s unparalleled explosion in popularity has been driven by a decidedly older group. That success has shattered a widely held belief that young people lead the way to popularizing innovations.

“The traditional early-adopter model would say that teenagers or college students are really important to adoption,” said Andrew Lipsman, director of industry analysis at comScore. Teenagers, after all, drove the early growth of the social networks Facebook, MySpace and Friendster.

Twitter, however, has proved that “a site can take off in a different demographic than you expect and become very popular,” he said. “Twitter is defying the traditional model.”

In fact, though teenagers fueled the early growth of social networks, today they account for 14 percent of MySpace’s users and only 9 percent of Facebook’s. As the Web grows up, so do its users, and for many analysts, Twitter’s success represents a new model for Internet success. The notion that children are essential to a new technology’s success has proved to be largely a myth.

Many young people, who have used Facebook since they began using the Internet and for whom text messaging is their primary method of communication, say they simply do not have a need for Twitter.

Almost everyone under 35 uses social networks, but the growth of these networks over the last year has come from older adults, according to a report from Forrester Research issued Tuesday. Use of social networking by people aged 35 to 54 grew 60 percent in the last year.
So there may be a path-dependence argument — that Facebook and MySpace locked up teens early.

As the parent of a tween, there was also an encouraging note: at least some teens want to use Facebook (or MySpace) to limit updates to only their friends. Perhaps they are listening, after all.

The report also quotes Andrea Forte, a PhD student at Georgia Tech, who studied social media usage by high school students. She argues that Facebook — with its additional contextual clues beyond just ext updates — provides a richer sense of identity that teens share with their friends.


Media Mentions said...

Twitter really is getting more and more popular by the day!


Joel West said...

Thank you for the suggestion.

The pressdisplay website is hard to use. A better copy of the discussion of "To twitter, or not to twitter" is on the USA Today website.

Kenneth M. Kambara said...

Interesting stuff. I wouldn't be a bit surprised if usage behaviors on Twitter differed significantly with demographics. I could see teens and tweens faced with the choice of using IM, SMS/MMS, and Twitter, thinking that Twitter offers little advantage. On the other hand, older Twitterers are using it to both shout and listen, as well as seek information in searches and hashtags. On Salon there was a moronic "confessional tale" of a mom on Twitter addicted to microblogging, allowing laundry and dishes to pile up while she scored her fix, 140 characters at a time. Nevertheless, I think for many adults on Twitter, there is a sense of instant gratification social connection that one can just jump into, if so inclined. Facebook, on the other hand, replicates extant{/dormant} social networks, giving users tools to construct an identity within a "field" of a social network. Very Bourdieu...blah blah blah...