A survey of 505 college students found that almost all of them had heard of Twitter but only a few use it. Researchers at the University of Illinois, Chicago interviewed 505 students from diverse ethnic and economic backgrounds and found only 18% use Twitter. It would seem that Twitter, like LinkedIn, is more popular with professionals while Facebook and similar sites seem to be the media of choice for students. So if it is the student market you want to reach and you think social media is the way to do it – it is. Just not on Twitter. Not yet anyway.
Christopher Shea from the WSJ reporting on “The Tweet Smell of Celebrity Success: Explaining Variation in Twitter Adoption Among a Diverse Group of Young Adults,” Eszter Hargittai and Eden Litt, New Media & Society (forthcoming)