+44 (0)20 7930 4158POPULAR TOOLS
Most young people use Facebook, not Twitter
Almost all 18 to 24-year-olds in the US have a social networking profile, but only 22% use Twitter, according to a study by the Participatory Marketing Network (PNM).
The study reveals that among Twitter users, only 29% follow companies, compared with 85% who follow friends and 54% who follow celebrities. The study’s findings call into question firms’ convictions that Twitter can provide a powerful marketing tool for reaching young people.
PMN co-founder and chairman Michael Della Penna says the results reveal an opportunity: “This is a classic ‘glass half full’ scenario for Twitter because it’s clear that Gen Y has an appetite for social networking, but still hasn’t fully embraced micro-blogging,” says Penna. “There is a tremendous opportunity now for marketers to develop strategies to get this important group active on Twitter too.”
The study finds that 89% of those using social networking sites have downloaded at least one application to their profile, with photographs proving by far the most popular. It also finds that 38% of the 18-24 age group have an iPhone or iPod Touch and that games are the most popular applications on the Apple devices.
