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Who uses Twitter?

If you’re targeting people aged 18-29, or people with an annual income of $75,000 or more, you might want to consider using Twitter.

In May 2012 the Pew Research Center published data on Twitter usage.

The authors report that the proportion of online adults who use Twitter on a typical day has doubled since May 2011 and has quadrupled since late 2010.

The graph below provides a good look into who is on Twitter.




Twitter users being young, it’s no surprise the average household income is less than $30,000.

It’s the fact that users with an average household income of $75,00+ rank second which caught my eye.

It means that Twitter users are becoming attractive to merchants and is likely behind Twitter’s recent deal with American Express. Amex has a history of marketing entertainment experiences, including concerts and theatre.

In this video promoting the new Amex – Twitter e-commerce tool, which allows you to make credit card purchases directly on Twitter, the word “concert tickets” appears in the first 11 seconds.

The bottom line is that with only 8% of online adults using Twitter on a typical day, if you haven’t already developed a Twitter startegy, there’s time.

The financial industry & airlines are using Twitter to build brand familiarity & drive sales. It’s becoming an increasingly important tool in their marketing toolbox.

Finally, in case you missed it, check out this amazing 2011 Twitter campaign by KLM. It resulted in millions of impressions and helped position the airline as a progressive thinking company.

Note that most of the people featured in the campaign are active young adults on their way to cool destinations like a social media conference and Mexico to help build houses.

Theatre patrons are pretty cool customers – why not create a buzz with yours?


Previous post in this series:
The Theatre Experience Begins and Ends Online
Are Broadway Grosses Down Due to Discounts?
Three Proven Tactics to Increase Subscriptions
Toronto Theatre Klout Rankings

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Who uses Twitter?

Keith Tomasek
17 March 2013
Theatre Marketing

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