We live in a very fast-paced world nowadays and people can’t be bothered to spend a lot of time reading blogs or full length news articles. Thus, the birth of microblogging—allowing people to share their thoughts or information in 280 characters (up from 140) or less.
Can you imagine fitting everything you want to say in one single tweet? Well, no need to. This article will discuss the relevant Twitter statistics as well as where it’s future in order to better understand the microblogging site.
Twitter is particularly popular in the US, and as of January 2020, the microblogging site had 59.35 million active users. Japan and the United Kingdom were ranked second and third with 45.75 and 16.7 million users respectively. Twitter’s user base represents only a fraction of the total social media users in 2020.
As of December 2019, former US President Barack Obama is the top Twitter celebrity figure with over 110 million followers. Coming in second is singer Katy Perry who was followed by 108.3 million.
A tweet from an unlikely person, a Japanese billionaire named Yusaku Maezawa, has become the most retweeted post of all time. The entrepreneur offered one million yen ($910,400) each to 100 randomly selected individuals who retweeted the post and followed his account—to celebrate the bumper sales of his clothing line (Zozo) over the holidays.
Until January 2019, the top spot on the ranking belonged to Carter Wilkerson, who asked fast food chain Wendy’s for free chicken nuggets in exchange for retweets.
Yusaku Maezawa: offering 1M yen each to 100 randomly selected people (Jan '19)
Carter Wilkerson: Wendys free chicken nuggets (Apr '17)
Ellen DeGeneres: 2014 Oscars photo (Mar '14)
Louis Tomlinson: Always in my heart @Harry_Styles . Yours sincerely, Louis (Oct '11)
El Rubius: LIMONADA (Aug '16)
Jimmy Donaldson (MrBeast): $10k giveaway based on retweet on the occasion of his birthday (May '19)
Barack Obama: "No one is born hating another person because of the color of his skin..." (Aug '17)
El Rubius: LIMONADA 2.0 (Sep '18)
Penn State Interfraternity Council: pledging $0.15 per retweet for Houston disaster (Aug '17)
BTS: #InMyFeelingsChallenge #HopeOnTheStreet (Jul '18)
The number of US twitter users is expected to reach 59.6 million in 2022. Overall, the top 10% of Twitter users in the US generate roughly 80% of tweets on the platform. The number of monthly active US twitter users in the first quarter of 2019 totalled to 68 million, an increase from 66 million in the previous term.
Though recently, Twitter’s user growth is not at par with its investors expectations—compared to the previous quarter, the growth only amounted to 3% and has hovered in the low single digits since 2017 as the company continues to struggle to attract and retain users.
Unlike other social networking websites like Instagram, which is more popular among teenagers, Twitter users are primarily in the 25-34 years old age bracket. The social networking site also declared that 80% of its users are “affluent millennials.”
But it’s a different case in the US where 40% of Twitter users are between the age of 18 and 29 years. Usage among US adults decreases as age increases. Pew Research reports that 27% of those are aged 30-49, 15% are between 50-64 years old, and 8% are from the 65 and above age bracket.
Unlike the user Twitter distribution worldwide, wherein the men dominate the platform, Twitter demographics in the US show 56% are males and 44% are females.
The last significant research on this was done by Beevolve back in 2012, when they analyzed 36 million profiles and found that the average Twitter user had 208 followers.
Kickfactory updated this metric in 2016, and since Twitter does not share this data, they had to look at roughly 96 million Twitter profiles to get an answer. As of 2016, the average number of followers a Twitter user has is 707 followers, up 340% since 2012.
Almost two billion internet users are using social networks and these figures are expected to grow as use of mobile devices and mobile social networks continuously gain traction. The top social media networks are generally available in multiple languages and allow users to connect with friends or people beyond geographical, political or economic confines.
As of January 2020, based on the number of active accounts, Facebook is still the market leader and also the first social network to surpass one billion registered accounts while Pinterest was the fastest independently launched site to reach 10 million unique monthly visitors.
Weixin / WeChat
Douyin / Tik Tok
Twitter’s appeal comes from the fact that users can tweet random posts with no filter needed – users can literally post one after the other without being judged for posting too much. On average, 6,000 tweets are sent every second, which corresponds to over 350,000 tweets per minute, 500 million tweets per day, and roughly 200 billion tweets per year.
Aside from self-indulging uses like sharing brainfarts and funny memes, Twitter is actually useful in a lot of other ways. It’s most commonly used for getting specific answers and advice directly from the sources of such knowledgeable people.
A lot of companies use Twitter to provide instant customer support. It provides faster communication lines than the traditional customer support via phone. Some of the top brands that have Twitter customer support are Amazon, UPS, Intel, Starbucks, and Linkedin among many more.
To get news%
To get entertainment%
To keep contact with friends and family%
To follow brands / companies%
To strengthen professional network%
As mentioned above, Twitter’s popularity as the go-to source of real-time news worldwide is the top reason why people visit the social networking site. It’s a popular outlet to report breaking news. As a matter of fact, journalists make-up almost a quarter of all verified accounts on Twitter.
As such, the average time spent on Twitter clocks in at 3.39 minutes per session—which is not surprising at all, given the fact that a tweet only has a lifespan of 15 to 20 minutes.
Traditional marketing is not enough these days to maintain brand recall with the business’ target audience. Social media platforms play a huge role when it comes to promoting products and connecting with customers.
According to Forbes, Twitters has experienced steady decline in popularity from 2012-2018. It is down more than 100 million users who tweet on a daily basis and down almost 200 million daily tweets while no new users have been recorded.
In response to the steep decline, Twitter is ditching the monthly active user metric and is moving towards monetizable daily active users (mDAU) count to better measure the number of users for stakeholders and advertisers. This number doesn’t include the total user base, but instead incorporate users that are using portions of the network that display ads.
Twitter continues to gain popularity on B2B businesses. In fact, 67% of all B2B businesses are using Twitter as a digital marketing tool. Social media in general gives brands the possibility to personally engage with consumers.
Twitter has a great impact on consumer behavior. Digital marketing Institute reported that about 40% of Twitter users disclosed that they purchased something after seeing it on Twitter. This is an excellent reflection of the steady increase in influence social media has on the purchasing habits of consumers.
However, getting your brand involved on Twitter is not enough. Brands need to consider the power of social media influencers.
Twitter themselves reported that the intent of users to purchase increased over five-fold when they are exposed to tweets from both influencers and brands, compared to merely 2.7 times with just brand tweets.
Hence, whether you’re a startup business or an already established brand, it’s crucial to recognize the importance of Twitter when formulating brand strategy. With about 330 million active users, there’s an extensive pool of consumers to tap on and engage with. You can also look into general social media trends to see where Twitter’s larger sphere of influence is heading.
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