Report: Twitter Not as Popular with Young Adults

NEW YORK: The results of a new poll show that only 22 percent of the "Generation Y" demographic—defined here as 18- to 24-year-olds—use Twitter, while 99 percent have a profile on a social-networking site.

Conducted by Participatory Marketing Network and Pace University’s business school, the study polled 200 young adults on their social-media habits. It found that of those who use the micro-blogging site, 85 percent said they do so to keep up with their friends’ updates, 54 percent follow celebrities and 29 percent keep track of family members and companies.

The co-founder and executive chairman of the Participatory Marketing Network, Michael Della Penna, said in order to capitalize on the Gen Y demographic, marketers must first define the benefits of using Twitter. "There is a tremendous opportunity now for marketers to develop strategies to get this important group active on Twitter," he said.

The research also found that of the 99 percent of respondents who belonged to social-networking sites, 89 percent said they had installed an application on their profile page. And, of the 38 percent who owned an Apple iPhone or iPod touch, 53 percent had downloaded games.