Peter Kim of Forrester reports on Twitter usage amongst US adults
Our data shows that 6% of US online adults use Twitter regularly. (from Being Peter Kim: “I just don’t get it.” [i.e. Twitter])
That is patently insane. I suppose it depends on how you define “online adults,” but even with a very restrictive definition (like, say “adults between 20 and 30 who own a web-capable cell phone, pay for unlimited SMS messages, and have a broadband connection at home”) there is utterly no way you can convince me that 6% of online US adults use Twitter regularly.
To top it off, Kim refers us to statistics in a client-access only report to support his claims. So essentially most of us are supposed to take that statement at face value. I mean, what kind of stunt is that? It makes Kim’s assertions basically completely unsubstantiated. At least link to a pared-down version of the data and analysis so we can do a basic sanity check.
Useless.
Update:
Peter Kim, and Cynthia Pflaum pull back the curtains on the data Peter based his commentary on, and things make a lot more sense now.
As I see it, Peter got carried away and misinterptreted the data. It seem clear from what Cynthia says that 6% of a highly self-selecting population that’s interested in the technology sphere have “used” Twitter (which, given the openness of the question asked, per Peter, could be interpreted as “having viewed a blog with a Twitter widget on it”) in the last month. That’s a completely believable statistic. And one that can validly be used to support Peter’s real thesis: “If you want to reach an affluent, well educated, and early adopter audience, there might not be a better communication channel out there.” But as pointed out in the comments, Twitter is intended to be used frequently and as such in my view, “monthly” doesn’t mean “regularly.” Perhaps I was a bit strong in my language in my initial post, but I stand by my view that it was an outlandish claim made with no supporting data.
Interestingly, the corresponding post on Forrester’s Marketing Blog has not been updated.