Twitter seems to get a bad rap all too often. It’s seen as frivolous, difficult to use, and not worth the time. This stereotype isn’t just stated by businesses, it’s also commonly heard from artists, and to some extent, the general population. The percentage of people in the U.S. on Twitter is far below that of Facebook, even though there are over 175 million Twitter users. Artist, and Twitter-friend, Erica Sipes recently published a great blog called “Twitter – Not Just for the Birds” about the benefits she’s seen as an artist. We highly suggest you read it if you’re an artist new to Twitter, or an artist that’s on the fence about the platform. But today, we’re not going to wax to philosophical about audience engagement. Instead, we’re going to talk some numbers.
First, we want to share some raw data, and then we’ll get to why these numbers make Twitter so important to classical artists and organizations in particular.
- U.S. Twitter users are more educated than the general population (30% of Twitter users have a Bachelor’s degree, compared to 18% of the general U.S. population) – source, Edison Research 2010
- U.S. Twitter users have higher incomes than the general population – source, Edison Research 2010
- U.S. Twitter users tend to be “early adopters” – source, Edison Research 2010
- Twitter plays an active role in purchasing decisions for Twitter Users – source, Edison Research 2010
- 67% of U.S. Twitter users are more likely to buy from brands they follow – sources: Chadwick Martin Bailey & Immoderate Research Technologies, February 2010
- Companies that use Twitter average 2x more leads/month than those that do not. – source: Hubspot State of Inbound Marketing Lead Generation Report, March 2010
So what makes these stats so important to the classical music sector? Demographics. No matter your opinion on classical music’s audience issues, reality is that the key demographics for classical music are educated people with higher incomes. The fact that Twitter users are generally educated people with higher incomes makes it seem as though the platform was built for the sole benefit of classical music professionals. From a business perspective, you have your perfect and target demographic waiting for you, and with statistics showing that people are making purchasing decisions based on Twitter, can you really afford to brush it off?