Twitter is one of the top social media platforms in use today. With 140 characters to use to get a point across, many users see this platform as a way to share information, comment on TV or movies, or even crack a joke or two.
77% of Twitter accounts are created outside of the United States, with the site supporting 30+ languages.
Twitter has always been recommended as the top platform for those who wish to reach out to a younger overall demographic. It is also one of the top places for people who are highly educated to interact with one another. Here are some of the key observations to take from the user demographics of Twitter as they stand right now.
Who Is The Average Twitter User?
- 24% of men who use the internet on a regular basis have at least one Twitter account. This is compared to 21% of women who consider themselves a regular user of the internet.
- About 1 in 4 adults who have a Twitter account make over $75,000 per year in HHI. This is the same percentage of adults who make $50k-$75k per year.
- 1 in 5 adults on Twitter will make less than $30k in HHI in the coming year.
- 30% of adults who regularly use Twitter have graduated with at least a 4 year degree. Another 24% are either currently enrolled in a college or university program or have attended one in the past.
- Just 16% of Twitter users have just a high school diploma or GED [or less] without any college experience.
- 1 in 4 adult internet users who live in an urban environment use Twitter regularly. 23% of adults in suburban areas use Twitter, while just 17% of adult internet users in rural areas use the site regularly.
- 37% of adults in the 18-29 age demographic say that they have at least one Twitter account, which is the largest percentage in any age demographic.
- Just 1 in 10 people in the 65+ age demographic have a Twitter account that they use on a regular basis.
Twitter is a place where the young and highly educated are finding themselves on a regular basis. This makes sense considering the emphasis on business that has been placed on the site over the past 24 months. People are attracted to the high volume nature of the site, how fast-paced it happens to be, and how much information they have at their fingertips. Yet even though it might be considered a young person’s site, 1 in 4 adults in the 30-49 age demographic also call themselves Twitter users.
Why Twitter Continues to Grow As A Platform
- The average person spends about 170 minutes on Twitter every month.
- About 56% of monthly active users in Twitter are actually tweeting. The rest are simply reading the tweets of others that appear in their feed.
- The average number of followers that any account has is over 200.
- Nearly 300 million people are active on Twitter at least once per month. 80% of monthly active users utilize a mobile device in order to access the site.
- 63% of active Twitter users think of their smartphone as their primary device to access their account.
- Only 1 in 4 tweets that are sent generate a reply. This might be because there are an estimated 20 million fake Twitter accounts that are active during any given month.
- If Twitter were its own country, it would be the 12th largest in the world today.
Twitter is growing because it allows people to connect directly with one another. Despite the fake accounts and the plethora of ignored tweets that are on the platform, people are reading many tweets even if they aren’t responding to them. This is where a business has a fantastic opportunity to grow their brand awareness. Maybe that’s why Facebook is the most followed brand on Twitter and Google is also in the Top 3. If you want to get noticed by the younger online social demographics, then you’ve got to have at least one account on this site.
What Creates Interest With the Twitter Demographics?
- 92% of Twitter users say that interesting content is what makes them retweet the most. Another 84% say they retweet posts when there is a personal connection to the content.
- Just 1 in 5 Twitter users say they retweet posts because of the celebrity status of the account.
- 64% of Twitter users access their account by going to the site directly, even when they are on a mobile device. Just 16% of users say they tweet through a mobile application.
- Tweets that have at least one hashtag included with it receive 2x more engagement than tweets without a hashtag.
- When people have Twitter on a mobile device, they are 180% more likely to be tweeting while they are commuting to work.
- Shorter is better on Twitter – when a tweet has 100 characters or less, it receives 17% more engagement.
As the Twitter demographics begin to adjust to the information that is received on the platform, the speed of 140 characters isn’t good enough. Shorter tweets are better. Visual tweets are better. Anything that helps each Twitter user save time as they skim through tweets is going to be seen as a benefit. This means you must make your tweets visually friendly to a feed that could have thousands of accounts being tracked on a daily basis. If you can make your tweets stand out, you have a great chance to build a strong community of followers on this platform.
How Brands Are An Important Twitter Demographic
- More than 60% of the brands that are active on Twitter have more than one account that is regularly updated on the site.
- 58% of the world’s top recognized brands have more than 100k followers associated with their Twitter accounts.
- 92% of international brands tweet more than once daily, 36% of which are link-containing tweets that lead to products, blogs, or news releases about the company.
- The percentage of international brands that post a minimum of 10 tweets per day: 42%.
- With more than 1.5 million engagements per quarter, eBay consistently leads all other brands on Twitter in the level of community interaction they are able to achieve.
- The CTR that brands receive on Twitter compared to other social media platforms is up to 24x higher.
- 34% of brands that are actively marketing on Twitter say that they are able to successfully generate leads.
- When brands invest into a promoted tweet, it boosts offline sales by an average of 29%.
- 85% of B2B marketers use Twitter as a way to develop new leads or engage with their current client base.
- B2B marketers generated 2x the number of leads with Twitter compared to those who do not.
- About 19% of B2B buyers research technologies and services to buy through Twitter.
Brands are doing more than self-promotion on Twitter today. Many of them have created separate customer service accounts so that customers can receive immediate help if they need it. Although this creates a platform for people to also complain about something they don’t like, many brands are finding that benefits far outweigh the negatives that come up. This is why so many brands are tweeting on a daily basis. It’s an easy way to speak directly to their targeted demographics without the typical marketing costs associated with that communication.
What Influences The Twitter Demographics?
- When tweets ask people to retweet what has peen posted, they receive retweet rates that are up to 23x higher than tweets that do not make that request.
- Tweets with images receive 150% more retweets, 89% more favorites, and an 18% higher CTR.
- Action words within a tweet cause all Twitter demographics to increase clicks by 13%.
- 91% of brand mentions that occur come from people who have 500 or fewer followers associated with their account.
- The international aspect of Twitter comes into play because the greatest chance for a retweet happens between 10-11pm ET.
- When a tweet contains statistical data, then it has a 5% higher chance of being retweeted, but also received 30% fewer clicks on average.
What makes Twitter such a unique platform is the fact that many of the experiences that this site provides were ideas that came from users and developers of the site. Hashtags, replies, and even retweets were not part of the original design. Even social ads weren’t part of the site. Instead of “tweets,” Twitter considered each post to be a “status update.” The fact is that the Twitter demographics have done just as much, and arguably more, to create what we see today as the modern Twitter. There is ownership felt by many users because of this and that means each account has become integrated into that person’s life in some way. If you can reach someone on Twitter, then you’re reaching them in all other aspects of their life.
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