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A new study from Ipsos Reid shows that only 26 per cent of online Canadians
are aware of Twitter. Of those, 6 per cent reported using the social networking
tool. This only equates to 1.45 per cent of the Internet population, or about
one percent of the population as a whole. These are some of the
findings from “Social Networking: 2009”, a new study conducted and
released by Ipsos Reid. Study author Mark Laver noted that while
“Twitter gets a lot of press, and usage figures show impressive growth,
when you look at its awareness and use among mainstream online
Canadians, you get a completely different picture.”
Not surprisingly, awareness of Twitter is higher among 18-34
year olds (32 per cent aware). Awareness is also significantly higher among
those online Canadians with University educations (34 per cent, compared to
only 19 per cent of those with a high school education or less). Interestingly,
awareness is significantly lower in Quebec (only 7 per cent).
To many Canadians, the growth and resulting chatter about
Twitter appears to be a lot about nothing. “Many simply don’t want to
know what others had for breakfast or that they are going shopping”
continues Laver. “However, even at 140 characters Twitter can have some
useful applications beyond learning the minutia of others’ day-to-day
activities.
“From a business-to-business perspective, the tool can be used
to create brand interest, inform customers and potential customers,
gain industry knowledge about your competitors and what others are
saying about you, and lastly, create a community. For businesses, it’s
another weapon in the communications toolbox, but at this point it
shouldn’t be viewed as a standalone channel” concludes Laver.
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