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Tweet, Twitter: More twits in Hudson than anywhere in NJ

Photo Credit: Cliffview Pilot

Hudson County has the highest concentration of Twitter users in New Jersey, says a first-of-its kind report.


Hudson County’s “Twitter Density” is 6.51 users per 1000, closely followed by Essex County, which has 6.31 users per 1,000, according to the “Twitter New Jersey” report released Monday.

Twitter Density shows the concentration of registered Twitter users in a certain geographic area.

The study was conducted by Jaffe Communications ( www.jaffecom.com ), a communications, political consulting and publishing firm that specializes in social networking.

The report also looked at municipalities in New Jersey with the highest concentration of Twitter users. Milford Borough in Hunterdon County had the highest Twitter Density with 64.1 users per 1,000 followed by Cape May City with 35.8, the Princetons with 33.8 users per 1,000, Hoboken with 28.6 and Flemington with 24.6.

“This study for the first time gives us a sense of where Twitter is being used most heavily in the state,” said Bruno Tedeschi, a principal of Jaffe Communications, who analyzed the data and wrote the first-annual report. “It makes sense that the highest Twitter Density would be in the state’s urban areas with large populations of young people. But the results of the study also defy that conventional wisdom.”

For example, several of the towns with the highest Twitter Density are located in the more rural Hunterdon County. Stockton, Clinton and Lambertville are all ranked in the top 20 for Twitter Density in New Jersey, according to the study.

While Newark has the largest number of Twitter users, including Mayor Cory Booker — one of Twitter’s most followed – it does not have the highest Twitter Density in Essex County. Orange had that distinction with 16 per 1,000, followed by Montclair with 12.2. With 2,483 users, Newark ranked 31 st statewide, with 8.9 users per 1,000.

Jersey City, New Jersey’s second largest city, ranked 35 th , with 2,010 users, or 8.3 per 1,000. New Brunswick, home of the main campus of Rutgers University, has 459 users, or 9.0 per 1,000, ranking it just ahead of Newark.

There appears to be little correlation between wealth and Twitter Density. The state’s five wealthiest municipalities have relatively low Twitter Density. Alpine is ranked 125 th , Mantoloking 271th, Saddle River, 49th, Far Hills 38th and Essex Fells has no Twitter users whatsoever.

“The report has important implications for marketers and advertisers as well as municipal governments who are interested in using Twitter to target audiences,” Tedeschi said. “At this point, Twitter is probably not the best way to reach high-income residents in the state or the most efficient way to reach residents in most of the state’s municipalities.”

Twitter recently has sought to capitalize on its user base by allowing companies to pay to have their “tweets” come before other search results. But Tedeschi said more demographic information about users, such as age, sex, income and educational attainment, will make Twitter more attractive to advertisers.

“Advertisers want to know who they are tweeting to,” Tedeschi said. “Other web sites, including Facebook, allow advertisers to target users. Twitter would be wise to follow in that direction.”

There were 28,787 Twitter users in New Jersey on April 25, 2010, according to Twellow, a director of Twitter users. The directory contains only the users who self reported their location. New Jersey likely has thousands of other users who either did not report their location, or reported it as Metro New York, or used other names, such as Brick City for Newark.

County Twitterers Population Per 1000
HUDSON 3,875 595,419 6.51
ESSEX 4,860 770,675 6.31
MERCER 1,843 364,883 5.05
CAPE MAY 379 95,838 3.95
ATLANTIC 908 270,681 3.35
UNION 1,700 523,249 3.25
CAMDEN 1,527 517,234 2.95
HUNTERDON 380 129,031 2.95
MORRIS 1,413 487,548 2.90
MONMOUTH 1,814 642,448 2.82
BERGEN 2,503 894,840 2.80
PASSAIC 1,333 490,948 2.72
MIDDLESEX 2,091 789,102 2.65
SUSSEX 341 150,909 2.26
GLOUCESTER 605 287,860 2.10
CUMBERLAND 320 156,830 2.04
BURLINGTON 906 445,475 2.03
SOMERSET 623 324,563 1.92
OCEAN 1,076 569,111 1.89
WARREN 199 109,876 1.81
SALEM 91 66,141 1.38


The following chart shows Twitter Density in New Jersey by the top 50 municipalities, ranked from most dense to least.

MUNICIPALITY COUNTY Population Twitterers Per 1000
TETERBORO BOROUGH**** BERGEN 17 5 294.12
MILFORD BOROUGH HUNTERDON 1186 76 64.08
CAPE MAY CITY CAPE MAY 3686 132 35.81
PRINCETONS* MERCER 30829 1042 33.80
HOBOKEN CITY HUDSON 40577 1159 28.56
FLEMINGTON BOROUGH HUNTERDON 4277 105 24.55
STOCKTON BOROUGH HUNTERDON 546 13 23.81
CLINTON TOWN HUNTERDON 2544 50 19.65
PENNINGTON BOROUGH MERCER 2656 52 19.58
RED BANK BOROUGH MONMOUTH 11866 209 17.61
ANDOVER BOROUGH SUSSEX 633 11 17.38
NEPTUNE CITY BOROUGH MONMOUTH 5114 84 16.43
FREEHOLD BOROUGH MONMOUTH 11425 187 16.37
CITY OF ORANGE TOWNSHIP ESSEX 31058 497 16.00
ATLANTIC CITY ATLANTIC 39408 532 13.50
WILDWOOD CITY CAPE MAY 5259 69 13.12
LAMBERTVILLE CITY HUNTERDON 3741 49 13.10
ALLENTOWN BOROUGH MONMOUTH 1845 24 13.01
MORRISTOWN TOWN MORRIS 19268 236 12.25
MONTCLAIR TOWNSHIP ESSEX 36966 451 12.20
STONE HARBOR BOROUGH CAPE MAY 1012 12 11.86
BORDENTOWN CITY BURLINGTON 3817 44 11.53
BELMAR BOROUGH MONMOUTH 5908 61 10.32
ASBURY PARK CITY MONMOUTH 16546 167 10.09
ALLENHURST BOROUGH MONMOUTH 699 7 10.01
ELMER BOROUGH SALEM 1345 13 9.67
NEWFIELD BOROUGH GLOUCESTER 1669 16 9.59
SWEDESBORO BOROUGH GLOUCESTER 2250 21 9.33
HIGHLANDS BOROUGH MONMOUTH 5272 49 9.29
NEW BRUNSWICK CITY MIDDLESEX 51149 459 8.97
NEWARK CITY ESSEX 278980 2483 8.90
CALDWELL BOROUGH TOWNSHIP ESSEX 7133 61 8.55
SUSSEX BOROUGH SUSSEX 2124 18 8.47
SOUTH ORANGE VILLAGE TOWNSHIP ESSEX 15882 134 8.44
JERSEY CITY HUDSON 241114 2010 8.34
EDGEWATER BOROUGH BERGEN 9635 78 8.10
BEACH HAVEN BOROUGH OCEAN 1391 11 7.91
FAR HILLS BOROUGH SOMERSET 898 7 7.80
HACKETTSTOWN TOWN WARREN 9511 74 7.78
MORRIS PLAINS BOROUGH MORRIS 6005 46 7.66
FAIRFIELD TOWNSHIP ESSEX 7483 56 7.48
HAMPTON BOROUGH HUNTERDON 1628 12 7.37
BRANCHVILLE BOROUGH SUSSEX 814 6 7.37
TRENTON CITY MERCER 82883 599 7.23
COLLINGSWOOD BOROUGH CAMDEN 13817 99 7.17
MAPLEWOOD TOWNSHIP ESSEX 21992 156 7.09
RUTHERFORD BOROUGH BERGEN 17454 123 7.05
BLOOMSBURY BOROUGH HUNTERDON 857 6 7.00
SADDLE RIVER BOROUGH BERGEN 3793 26 6.85
CRANBURY TOWNSHIP MIDDLESEX 3927 26 6.62


How Jaffe Communications Conducted the Study:

When registering for Twitter, users have the option of entering their location. Twellow.com is a directory of Twitter users. One feature on Twellow allows users to drill down by geography to state level and generate a list of towns with the number of Twitter users.

The New Jersey list generated 528 towns. Using New Jersey Department of Community Affairs’ Local Name Search, the towns were consolidated with their municipal names and counties were added. The new list contained 441 municipalities. In cases where townships and municipalities shared a name (Princeton, Chester, etc.) they were consolidated and their populations added. In cases where towns shared a name in multiple counties (Springfield, Washington), the town with the largest population was used.

Using a relational database manager, the new list of 441 municipalities was linked with a list of New Jersey municipalities with 2008 population data. The resulting table was used to generate the Twitter Density, which was calculated by dividing the number of Twitter users by the population and multiplying by 1,000.

****Teterboro was not counted in the report because its population is too small to be statistically significant.

    *Denotes boroughs and townships that were combined for the purposes of this study.

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