On the cutting edge

YouGov surveyed 2,024 adults, of whom more than 200 use Twitter, and compared the views and characteristics of the Twitterati with those of the sample as a whole.

The report found Britain’s 5.5 million Twitter users are younger than average members of the public, slightly more likely to vote Labour and distinctly more liberal. They are also more likely to live in London, less likely to live in the north of England and marginally more likely to belong to a lower social class.

The biggest difference emerged when respondents were asked about civil liberties. The proposition that protecting civil liberties is more important than giving the police more anti-terrorist powers was backed by just 33% of the sample as a whole, but by 43% of Twitter users.

This is good news for anyone promoting a libertarian cause or left wing campaign and also good news for youth brands looking for cutting-edge credibility. But it’s not the answer for everyone.

Twitter and all social media have a great role to play in the communications mix, but picking the right media for your message is vital.

Should the marketing managers at Holland’s Pies or Boddington’s Bitter be spending time and money on Twitter campaigns? You’d have a job convincing me.

Michael Bennett,
Managing director, Pelican Public relations

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here