Not only is Twitter's retention rate around 40 percent, as Nielsen Online reported recently, but Twitter has another problem too: the age of its users, eMarketer reports.
The bulk of Twitter's growth is coming from 25-to-54-year-olds, according to comScore. Moreover, 45-to-54-year-olds are 36 percent more likely to visit Twitter on average, while 25-to-34-year-olds visit at a rate of 30 percent above the average.
“With so many businesses using Twitter, along with the first generations of internet users ‘growing up’ and comfortable with technology, this is a sign that the traditional early adopter model might need to be revisited," comScore's Sarah Radwanick wrote.
