Can Retailers Use Twitter to Connect With Teens?
It’s reverse logic time. Follow this: While virtually every teen (94 percent) in the land belongs to Facebook, most are not all that passionate about the social media site these days. On the other hand, 26 percent of teens now belong to Twitter, but that number has more than doubled since 2011.
The reasons for the enthusiasm gap between the two sites is straightforward, according to Amanda Lenhart, one of the authors of a study conducted by Pew Research Center.
"The key is that there are fewer adults, fewer parents and just simply less complexity," Ms. Lenhart told The Associated Press. "They still have their Facebook profiles, but they spend less time on them and move to places like Twitter, Instagram and Tumblr."
Interestingly, while most teens tend to have private settings on Facebook accounts, 64 percent of teen’s are sending out public tweets on Twitter.
Pew’s research found that African-American teens (39 percent) were more likely to use Twitter than white teens (23 percent).
- Teens, Social Media, and Privacy – Pew Research Center
- How Teens Share on Social Media – Pew Research Center
- Poll: Teens Migrating to Twitter – The Associated Press
- Has Facebook Lost Its Cool? – RetailWire
What does the growing popularity of Twitter among America’s teens mean for retailers? What are the right ways for merchants to connect with teens on Twitter and what are the wrong ways?