Twitter Awareness At 92%, But Usage Just A Fraction Of That

New research suggests that most Americans are well aware of Twitter … they’re just not using it.

According to an Edison Research/Arbitron study, Twitter awareness in the U.S. among people 12 years old and older is at 92% — that’s up from 87% a year ago.

2011 Edison Research Twitter Awareness-thumb-450x337

But adoption is a different story; the Edison/Arbitron study estimates Twitter usage at 8% of all Americans 12 and older. That number matches the Pew research a few months ago that pegged Twitter usage at 8% of all US Internet users.

2011 Edison Research Twitter Usage-thumb-450x337

The data underscores Twitter’s challenge: how to increase regular adoption in a social world that continues to be dominated by Facebook. Twitter has made several improvements over the years in helping users find new accounts to follow and has a guide for businesses, too. CEO Dick Costolo recently spoke about the company’s desire that Twitter be “instantly useful. It needs to be simple.”

Related Topics: Channel: Social | Stats: Popularity | Twitter


About The Author: is Editor-In-Chief of Search Engine Land. His news career includes time spent in TV, radio, and print journalism. His web career continues to include a small number of SEO and social media consulting clients, as well as regular speaking engagements at marketing events around the U.S. He recently launched a site dedicated to Google Glass called Glass Almanac and also blogs at Small Business Search Marketing. Matt can be found on Twitter at @MattMcGee and/or on Google Plus. You can read Matt's disclosures on his personal blog.

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