Peter Kim, I just don’t get it, either
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.
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October 18th, 2007 at 8:07 am
“Adults” defined as 18+ who report going online monthly. The report is client-access only because the company I work for makes money by providing data and advice to clients. As you so boldly claim, if the number is not 6% then what is it? And where is your proof?
October 18th, 2007 at 8:37 am
So you’re saying that 6% of 18-and-older US residents who go online once a *month* use Twitter regularly?!? Oi, that’s even *more* crazy.
Listen, Peter, I wasn’t trying to attack you as a person, but instead point out the wackiness of your numbers and the fact that we as readers have no way to evaluate your claims. I’m not arguing the validity of Forrester’s business model (which I think is fine) but instead the fact the you’re not backing up your claims, or if you are it’s somewhere that substantially less than 6% of US online adults can see it.
As for what the real numbers are, I don’t really care. And I don’t feel any need to show any proof because I’m not making outlandish claims.