• by Gavin O'Malley  @mp_gavin, December 24, 2008

Agency executives reacted positively on Tuesday to a new report on the state of text-driven community platform Twitter.

"I'm a huge Twitterer, and we've had success incorporating it into clients' campaigns," said Daniel Stein, head of Omnicom digital agency EVB. "It's definitely something to consider when trying to reach consumers."

The report, "State of the Twittersphere," issued by HubSpot, an inbound marketing software company, analyzed data regarding Twitter user and traffic growth, user statistics, "tweet" statistics, statistics on followers and following, and geographic information.

A clear majority of Twitter users--a full 70%--were introduced to the service this year, according to the report, which is based on data pulled from hundreds of thousands of Twitter profiles accessed through reports generated by HubSpot's Twitter Grader.

What's more, adoption does not appear to be slowing, as an estimated 5,000-10,000 new accounts are being opened daily, according to the Cambridge, Mass.-based HubSpot.

Still, some agencies now realize that Twitter's unique brand of engagement is not ideal for every client.

"We actually talked two clients out of using Twitter, because we didn't think it was appropriate for their goals," said Terry Dry, president and co-founder of digital-engagement marketing agency Fanscape. "Twitter opens up a conversation that requires a significant investment to maintain."

Notably, 35% of Twitter users have 10 or fewer followers, while 9% of Twitter users follow no one at all.

In addition, showing the importance of reciprocation, HubSpot found a strong correlation between the number of followers a user has and the number of people they follow.

Another reason for Twitter's success is the fact that its principal medium, the mobile device, continues to gain importance among consumers.

Indeed, the proportion of U.S. mobile subscribers who access social networks on their cell phones nearly tripled to almost 10% over a year ago, according to a consumer study by The Kelsey Group and ConStat spotlighted Monday by eMarketer.

By 2012, eMarketer projects that more than 800 million users worldwide will participate in social networks via their mobile device, up from 82 million in 2007.