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. But adoption is a different story; the Edison/Arbitron study […]

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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.”


Opinions expressed in this article are those of the guest author and not necessarily Search Engine Land. Staff authors are listed here.


About the author

Matt McGee
Contributor
Matt McGee joined Third Door Media as a writer/reporter/editor in September 2008. He served as Editor-In-Chief from January 2013 until his departure in July 2017. He can be found on Twitter at @MattMcGee.

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