Younger people embracing Twitter

The prolific use of Twitter by celebrities has attracted more young people to join the micro-blogging site, new research has found, which could prove useful to businesses planning a social media marketing campaign.

According to comScore, it is the younger age groups that are adopting Twitter the fastest - those aged 12 to 17 and 18 to 24.

The group's Andrew Lipsman states that this is in contrast to a recent New York Times article by Claire Cain Miller, which claimed teenagers were not driving Twitter's popularity, although it did correctly point out that people over 35 were the quickest to embrace it.

"In fact, it is now the youngest segments that have the highest average representation on Twitter, while the 35 to 54 and 55 plus-year-olds now under-index where they had previously over-indexed," he noted.

Mr Lipsman added that this was "quite an interesting" turn of events.

And celebrity users such as Britney Spears and Ashton Kutcher are thought to be the main reason behind this shift, he claimed.

Search Engine Land recently reported that Twitter was placing an increased focus on search.

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