A lot can happen in a year.But in February 2014 the Pew Foundation showed that only 18% of adults were on Twitter. Of that 18%, 32% of those Twitter users only visited their account once a week. So the group of Twitter users that are most relevant to a given brand or media property is only a fraction of the Twitter population at large. Yet this startling numbers, businesses are urged to set up an account and hire a social media manager to keep tabs on it. Advertisers are investing a boatload of money into their account and market-research companies are using Twitter to measure TV or music.Research conducted by Advertising Age shows that 57% users closely follow trends in music, compared to only 30% of non-users.Twitter users are more likely to closely follow every major US sports league and are more likely to prefer ABC and NBC programming, while non-users are more likely to prefer CBS or Fox. For some lucky brands, Twitter offers some valuable opportunities. Twitter engages, informs and attracts prospects for particular types of brands and products.
http://adage.com/article/digitalnext/honest-twitter-brand/291528/