http://www.digitaljournal.com/biz/business/new-research-report-demonstrates-twitter-s-demographic-diversity/article/367277

New research report demonstrates Twitter's demographic diversity

Posted Jan 24, 2014 by Michael Krebs
According to the Pew Research Center, Twitter is proving to be the most diverse demographically against its major social media peers.
Twitter revamped its desktop Web pages to better mirror the experience of visiting the popular one-t...
Twitter revamped its desktop Web pages to better mirror the experience of visiting the popular one-to-many text messaging service on smartphones
Damien Meyer, AFP/File
In the social media advertising revenue game, diverse demographic targeting is — by most markers — the holy grail.
And in a research study released by the Pew Research Center, Twitter (TWTR) outshines Facebook and LinkedIn in demographic diversity, according to a Wall Street Journal report.
The analysis found the Twitter audience to be broken out as follows:
White non-Hispanic: 59 percent
Black non-Hispanic: 18 percent
Hispanic: 12 percent
Comparatively, both Facebook and LinkedIn are 66 percent white, and general Internet audiences are 67 percent white.
Twitter's demographic diversity is attractive to advertisers, many of whom seek to reach minority populations with select products and messaging.
The commercial teams at Twitter have begun sharing more research with advertising agencies. One example cited in the Wall Street Journal report detailed the fact that Hispanics tweet more often than other users and that Hispanic Twitter activity increases around technology-related topics. These insights are attractive to marketers, and they may provide notable revenue gains for Twitter now that the company is publicly traded and under Wall Street scrutiny.
"Now that Twitter is public and wants to take its IPO out for a spin, the social media/microblog giant is looking for novel ways to promote its stock," Shawn Paul Wood wrote in a Media Bistro report on the diversity findings.