Twitter Traffic Explodes...And Not Being Driven by the Usual Suspects!
By Sarah Radwanick - April 7, 2009
Twitter seems to be just about everywhere these days, infiltrating pop culture and challenging traditional communication channels as people answer the simple Twitter question, “What are you doing?” Many people have hopped on the Twitter bandwagon - from businesses to celebrities to professional sports players to President Obama.
Over the past several months, we at comScore have watched how quickly traffic to Twitter has exploded. Worldwide visitors to Twitter approached 10 million in February, up an impressive 700+% vs. year ago. The past two months alone have seen worldwide visitors climb more than 5 million visitors. U.S. traffic growth has been just as dramatic, with Twitter reaching 4 million visitors in February, up more than 1,000% from a year ago.
Reuters reporter Alexei Oreskovic recently authored an interesting blog post about the demographics of Twitter users. What he discovered was that 18-24 year olds, the traditional social media early adopters, are actually 12 percent less likely than average to visit Twitter (Index of 88). It is the 25-54 year old crowd that is actually driving this trend. More specifically, 45-54 year olds are 36 percent more likely than average to visit Twitter, making them the highest indexing age group, followed by 25-34 year olds, who are 30 percent more likely.
The skew towards older visitors, although perhaps initially surprising for a social media site, actually makes more sense than you might think at first. With so many businesses using Twitter, along with the first generations of Internet users “growing up” and comfortable with technology, this is a sign that the traditional early adopter model might need to be revisited. Not only teenagers and college students can be counted among the “technologically inclined,” which means that trends are much more prone to take off in older age segments than they used to. And with those age 25 and older representing a much bigger segment of the population than the under 25 crowd, it might help explain why Twitter has expanded its reach so broadly so quickly over the past few months.
Keep an eye out for the March U.S. Twitter data, which should be available later this week. An early peek at the data suggests it’s going to be another HUGE month for the increasingly popular site. Follow comScore on Twitter and be the first to find out how the site did! You can also follow comScore chairman and co-founder Gian Fulgoni on Twitter to hear his thoughts and insights on the digital media industry at large.
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Comments (44)
Great article Sarah. I never would have guessed that the 45 - 54 group would become Twitter's key demo. Very interesting :)
Michelle
Posted by Michelle | April 7, 2009 4:18 PM
Posted on April 7, 2009 16:18
I wonder if this older demographic is due to more mentions of Twitter in the mainstream media - television, magazines, newspaper articles - venues that the older demographic listens to more than the younger folks?
Posted by Webomatica | April 7, 2009 6:49 PM
Posted on April 7, 2009 18:49
Fascinating to see what looks like greater growth (accelerating) outside the US. Not surprised: UK press coverage these past months has be HUGE.
Thanks for the info.
Posted by Dan Wilson | April 7, 2009 7:10 PM
Posted on April 7, 2009 19:10
I suspect the skew to an older audience may be due to the fact that the younger audience already had a feed of friend updates courtesy of Facebook.
Posted by Chris Lunt | April 7, 2009 7:54 PM
Posted on April 7, 2009 19:54
Fantastic article. The rapid success of Twitter is also one of the items that most concern me. Keeping up with the rapid growth is a challenge technically and keeping a focus on the long-term strategy may be tough for everyone at Twitter.
My hope is that they'll focus on making it a true social marketing delivery platform over the next couple of years, fully fullfilling it's potential as a revolutionary communication vehicle. If you're interested, check out my unofficial twitter roadmap:
http://digg.com/tech_news/The_unofficial_Twitter_roadmap_for_a_mktg_delivery_platform
John
http://johnfmoore.wordpress.com
http://twitter.com/JohnFMoore
Posted by John Moore | April 7, 2009 8:50 PM
Posted on April 7, 2009 20:50
Wow, this is really interesting. A big shift from the norm. I wonder how much of the age-shift is due to Twitter's simplicity. Maybe 45-54ers love it, while 18-24ers are bored with it?
I wrote about this and some practical uses for Twitter: http://www.tjkwebdesign.com/2009/04/diggbar-an-seo-killer/ Check it out!
Posted by TJ Kelly | April 7, 2009 8:52 PM
Posted on April 7, 2009 20:52
The 45-54 year old demographic may have to do with more business people exploring, joining and using Twitter.
Great post.
Posted by Laura Powers | April 7, 2009 9:00 PM
Posted on April 7, 2009 21:00
I think you're on to something Webomatica. I don't remember Facebook or MySpace exploding as fast as Twitter has lately. Just in the last month I am constantly hearing about Twitter in the MSM.
Posted by Chris Walterbach | April 7, 2009 9:02 PM
Posted on April 7, 2009 21:02
Great article Sarah! What are you doing is really a simple question that could drive tons of traffics. It's really awesome! Though still need a time and another way to learn how to use it wisely in order to make benefit for the user.
Posted by Aree | April 7, 2009 9:03 PM
Posted on April 7, 2009 21:03
I am 60. Twitter is easier to use and to customize than FB, Linked, MS and other social networking media. I can focus on (follow) the trends and people that interest me. It is like having a mini-newspaper constantly updated. I am more interested in learning and absorbing. Twitter - through URL links and direct messaging - does just that.
Posted by Barry Lazar | April 7, 2009 9:09 PM
Posted on April 7, 2009 21:09
Are those stats measuring total Twitter use, or just visitors to their website?
If the latter, I wonder if the demographics are skewed because the younger crowd is using mobile devices or desktop apps?
Posted by Jason Birch | April 7, 2009 9:09 PM
Posted on April 7, 2009 21:09
Hi There Great post and I will follow on twitter.... How do I get that fab html code for the tweet this at the bottom of my blog... can't find that on twitter??? thanks dr hodge
Posted by natalie hodge | April 7, 2009 9:11 PM
Posted on April 7, 2009 21:11
It's all the unemployed 25-54 year olds. Twitter is a very good way to fill up hours in an empty day. That graph looks like it would have a direct relationship to number of layoffs during the same time period.
Posted by Ecommerce Job... Where are you? | April 7, 2009 9:25 PM
Posted on April 7, 2009 21:25
As a 43 yo tweeter (recently came on board in Portland, OR), I'd have to say the reason I like Twitter so much (much more than Facebook and MySpace, in fact), is how stripped down and clean it is - no muss, no fuss, nothing blinking in my face. Just straight one liners and news links giving me the updates I want quickly and neatly. Plus, I choose how much/little I see/follow. Not the other way around. I think the younger crowd likes the bells and whistles of Facebook and MySpace more, which I find annoying. Less is more as you age.
Posted by Jan | April 7, 2009 9:30 PM
Posted on April 7, 2009 21:30
I still haven't been able to get my 20-something kids to adopt Twitter. What's wrong with them?
Posted by Dennis McDonald | April 7, 2009 9:38 PM
Posted on April 7, 2009 21:38
That's me!
This comes as no surprise to me. Although I'd be expected to socialise with those of my own age group I do get the impression that twitter is unique amongst social media websites in attracting a more mature & less aggressive yet lively crowd.
I also think that the 140-character restriction suits a user who is more skilled & experienced in the use of written language than the generation used to communicating by barely literate text-speak, & that has not had the benefit of an education focussed on the basics of reading, writing & 'rithmatic as mine has.
Posted by Drolgerg | April 7, 2009 9:42 PM
Posted on April 7, 2009 21:42
Nice metric information. I wonder if the lack of teens means something more? If the early adopters are not picking it up as rapidly as others, could this be a sign of general social media fatigue that is manifesting itself first with the younger demo but will impact the larger, older demos at some point in the future?
I blogged about this exact issue a few days ago:
Does Gen Y Know Something We Don't?
Posted by Gerard Babitts | April 7, 2009 9:49 PM
Posted on April 7, 2009 21:49
Sarah - Are you only measuring browser traffic to Twitter? If so, you'd be missing the vast number of users who are active Twitters but rarely, if ever, actually visit the site. And it could provide an obvious explanation for the seeming age discrepancy: younger users are more likely to use Twitter through third-party applications while older users are more likely to be web-based users.
Posted by Austin | April 7, 2009 10:18 PM
Posted on April 7, 2009 22:18
I agree with what Michelle; the huge surprise to me was the 45-54 demographic. And 65+ more than the 18-24 crowd?
Simplicity is certainly key!
Thanks for the article
Nathan
Posted by Creative Enterprise | April 7, 2009 10:21 PM
Posted on April 7, 2009 22:21
This is an interesting take on all things media - one of the least desirable demos for advertising is 45-54, perhaps Twitter will help to give more weight to older folks actually USING media and entertainment. 18 year-olds have their purpose, but they don't rule the world, nor do they have all of the disposable income. I will be in the Twitter demo soon enough, and I would like to count!
Posted by Modwild | April 7, 2009 10:33 PM
Posted on April 7, 2009 22:33
I always knew that twitter is the only best way to communicate in this modern world and it was bound to happen
Posted by Sachin | April 7, 2009 11:12 PM
Posted on April 7, 2009 23:12
I'm 17 and not one of my friends nor anyone in my school for that matter has a twitter account. They all use facebook (but so do I) and they seem to dislike the fact that facebook moved to the twitter like format. I think many are less likely to use it because it's too simple for their lives. An old crowd likes simpler things, it's how it has always been.
Posted by Eric | April 7, 2009 11:14 PM
Posted on April 7, 2009 23:14
Great article Sarah, the more Twitter grows the demand for analytic tools will increase dramatically. here is a great tool for analyzing your twitter stats, http://twitteranalyzer.com
Posted by Jacob | April 8, 2009 12:00 AM
Posted on April 8, 2009 00:00
Hi Sarah,
Great article.
Can we get some data by countries too?
Just wanted to understand how countries like india are performing...
Cheers:)
Posted by Roopam | April 8, 2009 2:18 AM
Posted on April 8, 2009 02:18
I'm 33 and I have friends who are slightly younger who uses Facebook. I don't get what's the deal with "poking" and earning points on a racing game. Anyways, I'm interested in getting Latest News and Ideas instead of SMS/Chatting and Showing Pictures. The 140 chars limit is a big plus for me. I'm amazed how fast a tweet gets reply by someone not in my tworld. [I'm not sure what to my realm of followers]
Posted by bigtoeknee | April 8, 2009 3:15 AM
Posted on April 8, 2009 03:15
@Eric: Old crowd prefer simple things? Young generation prefers more complex things? Interesting theory. That must be the reason why young people need so much time to chill out.
Posted by Roland Judas | April 8, 2009 4:19 AM
Posted on April 8, 2009 04:19
Hey, thanks for the interesting article here. Here In Germany we have a lot of media who reported about twitter, and a lot of people are watching the "twitter success" and starting new twitter-accounts in the last few days and weeks.
Posted by Marcus | April 8, 2009 7:01 AM
Posted on April 8, 2009 07:01
It seems to me that the 45-54 age group is into Twitter while the 18-24 age groups are into Facebook and Myspace.
Posted by Bruce | April 8, 2009 7:04 AM
Posted on April 8, 2009 07:04
Gosh there are some ageist comments in here...
"An old crowd likes simpler things, it's how it has always been." from a 17 year old expert
"I suspect the skew to an older audience may be due to the fact that the younger audience already had a feed of friend updates courtesy of Facebook."
I'm only just in the 45-54 group (because I'll soon be 55). I use Twitter. And Facebook. And Second Life. And Skype. And Flickr. And blogs. And have a life. I don't know how I manage to use Facebook, it must be soooooooooo complicated.
I don't know how you youngsters manage!
Posted by Patrick | April 8, 2009 8:35 AM
Posted on April 8, 2009 08:35
That's really useful! Thanks, will use that graph today for a presentation :)
I seem to remember Angela Connor carrying out an interview with an 18 year old (could have been someone else sorry), who uses myspace and facebook daily - but would not bother with blogs, emails or twitter.
This should strengthen the case for why some companies (with 45-54 target) should really do some research and check if social media would work for them.
Posted by Lena | April 8, 2009 8:40 AM
Posted on April 8, 2009 08:40
Great article, must say that Joe from http://www.livecrunch.com tech blog, was or will be right, by saying that Twitter by 2010 will have more traffic than MySpace and will catch up with Facebook traffic in 2012 after inauguration.
Posted by MWD | April 8, 2009 9:32 AM
Posted on April 8, 2009 09:32
It sure feels that Twitter is everywhere. Also here in Israel, Twitter is the talk of the day, for many days...Tweetups are getting bigger each time.
Posted by Yohay | April 8, 2009 10:53 AM
Posted on April 8, 2009 10:53
I think younger folks are more into design and web2.0 style. Twitter.com is certainly not the most beautiful site - therefore using tools which interface via the API (like twhirl or tweetdeck, or apps for the iPhone) can be more popular among the younger crowd. Plus, there are tons more features available from these kind of applications. The 45 - 54 demographic is less inclined to seek out these features and therefore may be skewing the data with regard to true usage patterns.
Posted by Mike | April 8, 2009 2:06 PM
Posted on April 8, 2009 14:06
@Eric - totally agree with you on the FB redesign. Even though status updates is one of the things I love, I hate that it's only about that now. (Also a Twitter user, but I have all the updates linked).
Posted by SusanA | April 8, 2009 6:15 PM
Posted on April 8, 2009 18:15
Cool but not surprising article. I am 25 and I think the biggest reason Twitter appeals more to my age and up is definitely the simplicity. I have a myspace and facebook from years ago, but it didnt take long for the superficial nonsense (or maybe it was all the pics of drunk people)to turn my stomach. Twitter is for clear, concise, deeper thinking people.
Posted by Audrey Warner | April 8, 2009 10:35 PM
Posted on April 8, 2009 22:35
I find it very surprising that this age demographic, are the heaviest users. I am very surprised that the 2 youngest groups are so low by comparison. Perhaps the youngsters are so used to "texting", that Twitter just seems redundant to them.
Posted by Robin | April 9, 2009 11:06 AM
Posted on April 9, 2009 11:06
Hi Sarah
Thanks for that article. We started to tweet only a week ago because we felt we should. This information helps us to know why we are there and what to do with it! I am in the upper age demographic and don't do Facebook or other social networking so I guess I prove the case.
Posted by Tony MacDonnell | April 9, 2009 11:38 AM
Posted on April 9, 2009 11:38
The Quantcast numbers show an even wider age chasm. I think the kids are *not* on Twitter for a few reasons. One is that Twitter isn't as great as people think. Further, the vast majority of Twitter users are consumers, not publishers which is not as interesting.
Posted by pwb | April 9, 2009 11:53 PM
Posted on April 9, 2009 23:53
Twitter is becoming popular in India as well and so many finding Twitter very much easy to get updates. One of the biggest thing which increasing the popularity of Twitter is its simple to use interface.
Posted by Anil Kapoor | April 10, 2009 10:55 PM
Posted on April 10, 2009 22:55
Middle age sounds about right. In the day of instant information only that age group would think they are so important that people are just waiting for something new from them.
I am sure the marketing folks like them because its basically a spam IM that they get to send out, but for everyday people I really don't care if you are going to the store right now, or if the guy in line was cute. I promise you that not many other people do either
Posted by Sean McCloskey | April 12, 2009 1:20 PM
Posted on April 12, 2009 13:20
Does the traffic include mobile access? Cell phones and other Web-enabled devices? It's likely that the younger demo is accessing Twitter through mobile devices.
Please let me know if mobile traffic is included.
Alex
Posted by Alex de Soto | April 14, 2009 3:32 PM
Posted on April 14, 2009 15:32
Being part of largest demographic (45-54) and admittedly having difficulty with Twitter, although I am on it, I think one other thing to consider is the nature of the demographic. This group is the back end of the baby boom and the front end of the alphabet generations. I would venture to say this group most significantly impacted by today's social and economic environment - but of course who isn't. This group once saw what the older boomers had - life long employment, retirement, and security. They have been thrust into a period of 15-20 plus years of having to sustain themselves and change to the new models necessary to do so...they were not born into a digital age as younger groups and did not expect to have to retool to get through the rest of their lives. Twitter allows them to be a part of the digital age at a fraction of the commitment and still stay between the new and the old in order to position themselves to go forward. Sorry for the manifesto.
Posted by Mark | April 17, 2009 7:20 AM
Posted on April 17, 2009 07:20
I believe the immediacy in news and content provided by social media applications like Twitter enable people to voice their opinions and drive the marketplace. Governments and organizations will have the ability to listen to the groundswell of the needs and desires of the majority if they wish to tune in.
We are also enabling thought leaders to move civilization forward to create a better world.
Posted by Debby Bruck | April 19, 2009 9:53 PM
Posted on April 19, 2009 21:53
Younger generation have been so involved in the other social media sites example youtube, myspace, and also is so simple that i was not to attracting to them, now older generation that why is so attracting becouse is so simple. I mean we all loved to be part of something cool weather you 10 or 75. This is just cool when you say i'm twitter when you are older.
Posted by frankie lopez | April 30, 2009 1:21 PM
Posted on April 30, 2009 13:21