Since its conception in 2006, Twitter has been a critical source of trending internet conversations and a valuable marketing channel for businesses. Over the past decade and a half, Twitter has been clocking up some impressive statistics. To ensure your business is using Twitter to its fullest potential, it’s important to know the ins and outs of the microblogging platform.
We’ve pulled together the top Twitter statistics you need to know including demographics on Twitter, Twitter hashtag stats and Twitter user statistics.
Let’s start with the basics.
The basics of Twitter
What is Twitter? Twitter is a microblogging platform that allows users to share short-posts called tweets. Tweets can be up to 280 characters long and can include links to relevant websites and resources.
Twitter users can follow other users. Following someone else means users can see their posts on the Twitter ‘timeline’. Users can choose to follow people and organisations with similar interests.
Users can create their own tweets or retweet or quote tweet information that has been posted by others.
Who uses Twitter?
Twitter as a platform has a smaller user base than other big platforms, but that doesn’t mean the benefits of Twitter are any less influential. Twitter has 353 million monthly active users and 187 million daily active users. The platform is male-dominated, with 68% male users compared to 32% female.
42% of Twitter users are degree holders, highlighting the platform’s demographics for higher earners. Twitter has cemented its status as the place to discuss events and gather breaking news, making it a prime location to share content and drive discussions.
80% of tweets come from 10% of the platform’s most active accounts, highlighting the prominence of Twitter influencers and “power users” on the platform.
Top Twitter Stats 2022
Most Twitter users are American
The majority of Twitter users are from America (69.3 million), followed by Japan (50.9 million), India (17.5 million) and the UK (16.45 million).
The large American user base makes the platform a vital marketing channel for US based brands. Twitter’s quick-fire tweet format makes it ideal for reliable customer service.
Nearly 30% of users are aged between 25 and 34
Millennials and Gen Z make up a majority of Twitter’s user base (28.9%); those aged between 25 and 34 are most likely to use the platform. Those aged between 35 and 49 come in second, making up 28.2% of the user base. 21.6% of users are aged between 18 and 24.
These numbers give you a topline view of who’s on the platform, but not all of these are active in specific subjects and niches. Brands still need to conduct their own research to find out who’s leading specific conversations.
Twitter users send out 500 million tweets a day
Twitter is one of the most popular platforms to use, so it’s no surprise that it sees roughly 500 million tweets per day. This racks up to around 200 billion tweets per year.
The pandemic changed Twitter usage
Twitter trends typically change every year, but 2020 saw a complete spin. In the midst of a global pandemic, users began using the platform as a place to check news, updates, connect and keep entertained during lockdown restrictions. This saw a big impact on Twitter statistics and trends.
In 2020, the platform saw more than 7,000 tweets per minute about TV shows or movies. The house emoji usage increased by 40% and tweets about cooking almost tripled.
In 2020, there were 2 billion tweets about gaming
Gaming was an incredibly popular social media topic in 2020, shown clearly by the huge volume of tweets on the topic. Not only did the number of tweets increase by 75% from 2019, the topic saw a 49% increase in unique authors.
Among video games, Animal Crossing: New Horizons was the most tweeted about.
Twitter’s ad revenue increased by 15% year on year
Not only did Twitter’s average monetizable daily active users increase, Twitter’s ad revenue increased 15% year over year to $808 million.
Twitter has made various efforts to improve the advertising experience for brands on the platform. They’ve introduced new ad formats and branded likes that include customized “like” buttons.
Ad engagement is on the rise
Twitter users began engaging with ads more in 2020, resulting in 35% increase in total ad engagements on the platform. The demand for ads and growth in ad impressions from more monetizable users contributed to the increase.
Users are following Topics more
In order to make it easier for users to find content they’re interested in, Twitter has focused on organising content into Topics and Interests. In Q3 of 2020, Twitter expanded the number of topics people can follow by 25% with more than 5,100 options.
The platform also provided more personalisation for each Topic. As a result of this, there was a 40% quarter-over-quarter increase in the number of accounts following Topics; resulting in 70 million accounts following Topics.
Most used hashtag was #COVID19
The most used Twitter hashtag in 2020 was #COVID19 which was used nearly 400 million times. This was followed by #BlackLivesMatter, which was used an average of 3.7 million times a day between May 26 and June 7. Other popular Twitter hashtags include #cryptocurrency, #influencermarketing and #WomensHistoryMonth.
Video views increased by 62%
Video content became incredibly popular during the pandemic, and this is reflected in the 62% increase in video views in 2020. There was also a 72% increase in watch time.
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