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Twitter. Is it for everybody?
The results of our latest national survey of 800 likely 2012 voters point to eleven percent (11%) of likely voters owning a Twitter account. And only four percent (4%) say they have accessed their Twitter the day before.
So, who are these voters with a Twitter account?
- A younger group: 80% are 18-44 year olds
- Slightly more female than male – 54% female/46% male
- Twitter users have a nominal partisan difference – 38% GOP/42% Dem
- On the generic Congressional ballot they vote Democrat – 36% GOP/44% Dem
Regionally there is little difference between these social networkers and voters nationally. In my analysis I excluded any subgroups made up of 30 or fewer cases because drawing conclusions from such small voters groups is risky.
How do Twitter users compare to Facebook users? We found out by asking, “And, do you personally have a Facebook account?” Just about half (49%) said, “Yes,” they have a Facebook account. Around one in four (27%) had accessed their account in the last day. Facebookers are more diverse, at least generationally, than Twitter account holders.
- 36% are 18-34 year olds, 27% are 35-44 year olds, and 13% are 45-54 year olds
- A larger percentage of Facebookers are female than male: 57% female/43% male
- Facebook users are statistically tied by party, with 39% GOP versus 37% Dem
- Interestingly, Republicans hold a seven point advantage on the generic Congressional ballot: 44% GOP/37% Dem
What does this mean for the GOP? In order to be competitive with younger voters, the party and its campaigns need to have a forceful and motivating presence on social media networks. The generic ballot numbers among Facebook users demonstrate that the Democrats do not “own” these voters; it is up to us to make sure we reach these voters in their medium.
For more information on this survey click here. The national telephone survey of 800 likely 2012 voters fielded July 10-12, 2011 and 15% of the interviews were completed with cell phone only voters (120 cases).