While Facebook and YouTube usage among Main Street Americans has leveled off in the past year, Twitter usage trended upwards.
Main Street Americans are more likely to follow aunt Carol or brother Larry on Twitter than they are a Hollywood A-lister, sports superstar or politician, according to Spectrem’s latest study, Using Social Media and Mobile Technology in Financial Decisions.
Twitter usage among Main Street Americans (with a net worth between $100,000 and $1 million, not including primary residence) pales when compared to the other most popular social media platforms (16 percent vs. 67 percent on Facebook, 38 percent on LinkedIn, and 33 percent on YouTube), But it’s trending: Twitter usage has doubled since 2010, while Facebook and YouTube usage has leveled off in the past year, Spectrem research finds.
The top five “followed” categories are:
- Family or friends (77 percent)
- Movie stars (43 percent)
- News commentators (37 percent)
- Athletes (33 percent)
- Political commentators (28 percent)
Age is a telling factor in whom Main Street Americans are following on Twitter. Eight in ten Millennials under the age of 35 and Baby Boomers ages 55-64 are most likely to follow family or friends. Seniors over the age of 65 comprise the highest percentage of those following athletes (59 percent), followed by Gen Xers ages 36-44.
Gen-Xers, too, comprise the highest percentage of respondents following movie stars (71 percent) and news commentators (55 percent). Respondents ages 45-54 comprise the highest group who follow political commentators. Millennials is the age group most likely to follow financial and/or investment commentators on Twitter (32 percent).
Entertainers tend to dominate Twitter’s rankings of “Most Followed.” As of last month, according to the social media network. Katy Perry tops the list with almost 71.5 million followers. Justin Bieber comes in second with 64.92 million, followed by President Obama (60.74 million), Taylor Swift (59.18) and YouTube (51.97 million).
Donald Liebenson writes news and features for Millionaire Corner. He has been published in the Chicago Tribune, The Chicago Sun-Times, The Los Angeles Times, Fiscal Times, Entertainment Weekly, Huffington Post, and other outlets. He has also served as a marketing writer for Chicago-based Questar Entertainment and distributor Baker & Taylor.
A graduate of the University of Southern California, he is married with a college-age son. He also writes extensively about entertainment.