SOURCE: GfK MRI

consumer insights data, multimedia research data, magazine audience data, market research survey

July 13, 2010 09:15 ET

Twitter Users Are Social and Political Activists, According to GfK MRI

Heavy Involvement in Blogs, Videos and the Political Process

NEW YORK, NY--(Marketwire - July 13, 2010) -  U.S. adults who use the social networking Web site Twitter are more likely than the average adult to be highly active on the Internet as well as in their communities, according to GfK MRI's Survey of the American Consumer.

GfK MRI's extensive consumer insights data indicate that people who use Twitter are highly active when it comes to blogging, video sharing and posting reviews. They are 506% more likely than the average U.S. adult to write an online blog, 451% more likely to upload or add video to a Web site, and 314% more likely to post a comment or review on a blog, online forum, message or bulletin board. These active Internet users are also 269% more likely to own an electronic book reader.

In addition to being active online, Twitter users are also socially and politically active. For instance, they index highly for all 17 of the public activities measured by GfK MRI. They are 209% more likely to have written something that has been published, 142% more likely to participate in environmental groups/causes, 141% more likely to be an active member of any group that tries to influence public policy or government, and 103% more likely to have attended a political rally, speech or protest in the last 12 months.

Internet & Public Activities of Twitter Users
% more likely than the average U.S. adult to...
Write an online blog +506%
Upload or add video to a Web site +451%
Post a comment or review on a blog, online forum, message or bulletin board +314%
Own an electronic book reader +269%
Have written something that has been published +209%
Participate in environmental groups/causes +142%
Be an active member of any group that tries to influence policy or government +141%
Attend a political rally, speech, or organized protest of any kind +103%
Source: Spring 2010 GfK MRI Survey of the American Consumer; Based on Twitter.com usage in the last 30 days, Internet Activities in the last 30 days, and Public Activities in the last 12 months.

"GfK MRI data clearly indicate that Twitter users are an influential group of people, engaged in a variety of public activities, and willing to share their thoughts through blogging and published works," said Anne Marie Kelly, SVP, Marketing and Strategic Planning at GfK MRI. "This group of people is also probably interested in finding that next big trend, as illustrated by their higher-than-average ownership of electronic book readers."

About GfK MRI

GfK MRI has a singular goal: to provide the clearest and most detailed view of American consumers -- who they are, what they buy, how they think, and the best ways to reach them. Founded in 1979, GfK MRI is the country's leading provider of magazine audience ratings, multimedia research data and penetrating insights into consumers' behavior and motivations.

When conducting its national Survey of the American Consumer™, GfK MRI interviews approximately 26,000 U.S. adults in their homes each year, asking about their use of media, their consumption of more than 6,000 products in 550 categories, their lifestyles and their attitudes.

Because these interviews are structured as an area probability study, the results are projectable to the entire U.S. adult population. The Survey also serves as a foundation for an array of innovative GfK MRI research products that answer the market's need for granular, cross-media and consumer-focused information.

GfK MRI is part of The GfK Group, based in Nuremberg, Germany. The Group delivers a range of information and consultancy services in three business sectors: Custom Research, Retail & Technology and Media. It is the No. 4 market research organization worldwide, operates in more than 100 countries and employs over 10,000 staff, more than 80% of whom are based outside of Germany.

For further information on GfK MRI, visit our Web site: www.gfkmri.com. And, follow us on Twitter: www.twitter.com/GfKMRINews.

Contact Information

  • CONTACTS:
    Anne Marie Kelly
    SVP, Marketing and Strategic Planning, GfK MRI
    212-884-9204
    Email Contact

    Steve Ellwanger
    Press Counsel Group
    203-856-8303
    Email Contact

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