More African-American College Students Use Twitter.

I’m always curious about the ways different groups use social media, including differing levels of adoption and engagement based on age, gender, ethnicity, and so on — but I’m also aware that data purporting to show such differences should be taken with a grain of salt. In one recent example, a study says African-Americans are more likely to use Twitter than the population at large. This finding is interesting, but needs to be qualified by the sample population — i.e., college students.

According to a survey of first-year college students at the University of Illinois at Chicago published online by New Media & Society, Twitter in general is making big inroads among college students, with the percentage using the microblogging service jumping from 3.6% in 2009 to 17.8% in 2010. And there were indeed some remarkable differences along racial lines, with 37% of African-American college students using Twitter in 2010, compared to just 21% of white college students.  Even more interesting was the reason: African-American college students were more likely to describe themselves as being interested in celebrity and entertainment news, and many said they joined Twitter to follow certain celebrity accounts. Read the whole story


About Ivan Cevallos

Blogger, entrepreneur, strategist, and digital producer. View all posts by Ivan Cevallos

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