Twitter Awareness Nearly Universal; Usage Shows Slight Growth

Later this spring, we’ll be releasing an update to our 2010 report, The Social Habit, which will provide new insights on social media usage, behaviors and trends. We’ll be announcing the details in the coming weeks, but here is a sneak preview of some of the baseline data we’ll be talking about for the next several months.

We’ve been tracking Twitter in our Edison Research/Arbitron Internet & Multimedia Series since 2008, and we’ve seen steady gains in both awareness and usage. In this year’s study, our 19th in this series with our partners at Arbitron, we can report that awareness of Twitter is nearly universal – in fact, it’s difficult to see how it could be much higher.

Awareness of Twitter amongst Americans 12+ currently stands at 92%:

2011 Edison Research Twitter Awareness

Twitter usage, on the other hand, does have significant room for growth. This year, we are reporting that eight percent of Americans 12+ are current users of Twitter, up one percentage point from last year:

2011 Edison Research Twitter Usage

Based upon these data, and the current U.S. population figures, we estimate that the number of Americans who are currently using Twitter has risen from approximately 17 million persons 12+, to approximately 20 million.

If you’d like learn more about about The Social Habit: 2011 before it’s released, just subscribe to our email list, and you’ll be the first to know!

How the study was conducted:

A total of 2,020 people were interviewed to investigate Americans’ use of digital platforms and new media. From January 4 to February 2, 2011, telephone interviews were conducted with respondents age 12 and older chosen at random from a national sample of Arbitron’s Fall 2010 survey diarykeepers and through random digit dialing (RDD) sampling in certain geographic areas where Arbitron diarykeepers were not available for the survey. Diarykeepers represent 46% of the completed interviews and RDD sampled respondents represent 54% of the completed interviews. A supplemental sample of cell phone respondents was also included in the study.

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