Edison Research/Arbitron Internet and Multimedia Series has released a new report, Twitter Usage In America: 2010 (registration required), that presents three years of tracking data from a nationally representative telephone survey (via landline and mobile phone) of 1,753 Americans, and was conducted in February 2010. The report details new data on the awareness and usage of Twitter, along with user demographics, status updating behaviors, brand following activity and an early look at location-based social networking.
The study found that 51% of active Twitter users follow companies, brands or products on social networks. Awareness of Twitter has exploded from 5% of Americans 12+ in 2008 to 87% in 2010, very close to Facebook’s awareness level of 88%. Despite similar levels of awareness, however, Twitter significantly trails Facebook in usage: 7% of Americans actively use Twitter, while 41% maintain a profile page on Facebook.