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 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.
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.”