While the social media pundits continue to promote the wonders of Twitter -- and try to make everyone who's not on the bandwagon feel like they're behind the times -- the reality doesn't seem to be matching the hype.
According to this article from eMarketer, Nielsen Online says that while Twitter is signing up new members in droves, it's only retaining 40% of them after a month. That means that 60% of the sign-ups each month take a look, poke around a little, and say "Meh, nothing to see here. I'm movin' on."
Also interesting is the fact that the bulk of Twitter users are not the 18 to 24 year olds consumer companies most covet, but actually the 25 to 54 year olds. The single biggest group is 45 to 54, followed by 25 to 34 and then 35 to 44.
Now, that could be good news for B2B marketers, as their target audience is far more likely to be in one of those age groups than 18 to 24. Still, there doesn't seem to be much qualitative data regarding who those users are and what they're using Twitter for. From what I've seen, a lot of Twitter users are social media pundits telling each other how important Twitter is to marketers, and marketers trying to convince others that they need to jump on the Twitter bandwagon.
Overall, it seems like Twitter is something to be aware of, and to keep track of, but I wouldn't be the farm on it just yet. At least not until more people are finding it worth it to keep hanging around.