Consumers, however, are less confident in Twitter as an ad channel. Two-thirds of consumers don't know much about the service, according to the online survey of 2,025 adults that was conducted in June. Among those who are aware of Twitter, 12% say it's something that only young people and the media will use, with 8% of the opinion its time is up as a fad.
Also, consumers are somewhat less confident than advertisers in Twitter's usefulness as an advertising channel. Exactly half see it as very or somewhat effective, with the other half viewing its advertising usefulness with skepticism or disdain.