The survey aimed to understand who uses Twitter, how they use it, why they use it, and lessons for brands. It found that most Twitter users are young, urban, educated, and experienced online. They follow many accounts and use Twitter daily, preferring computers to mobile. Motivations include relevance to interests and following friends. Users value quality messages but are wary of marketing. Effective branding requires understanding user conventions and providing value without overt sales pitches.

1. Richard Nevins MA Candidate, Global Communication Annenberg School for Communication University of Southern California Wednesday, April 22, 2009

7. Twitter User Motivations: What is your Primary Motivation? Sample ‘Other’ Responses: “ To be extremely clever in a public setting.” “ To get word out about the company I work for (PR)” “ To follow big thinkers about my industry” “ It’s the world’s best Q + A”

8. Twitter User Motivations: Who Do You Follow?

11. Twitter User Preferences: Who do You Welcome on Twitter? Account Type Favorable (%) Unfavorable (%) Personal User 84% 4% Non-Profit/NGO 81% 7% Organization/Group 80% 7% News Media/Blogs 78% 11% Government/Emergency 74% 11% Events/Conferences 74% 11% Celebrities/Public Figures 70% 10% Brands/Products 62% 18% Marketing/Promotions 38% 38%