Who’s using Twitter in 2018? If your brand’s social marketing strategy involves this mighty microblogging network in any way, it’ll be important to get familiar with Twitter’s demographics.
If you’re not on Twitter yet, consider this: Twitter serves more than 2 billion search queries a day. Ninety-three percent of people who follow small- and medium-sized businesses on Twitter plan to purchase from the brands they follow. Sixty-nine percent have already purchased from an SMB because of something they saw on the network.
Twitter is also an important platform for customer service. Eighty-five percent of SMB Twitter users say it’s important for businesses to provide customer service using the network.
To make the research process easier, we’ve compiled a list of the most important and up-to-date Twitter demographics for marketers.
Bonus: Download the free strategy guide that reveals how Hootsuite grew our Twitter following to over 8 million users and learn how you can put the tactics to work for your business.
How many Twitter users are there in 2018?
As of the first quarter of 2018, Twitter has 336 million monthly active users (MAUs). That makes it the fifth most popular social network among U.S. adults, 46 percent of whom check the network at least once a day. Seventy-three percent of those users also use Instagram.
Katy Perry is the most followed Twitter user (109 million followers), followed by Justin Bieber (106 million followers), and Barack Obama (102 million followers). YouTube, Twitter, and Instagram are the top three non-celebrity brands on Twitter, according to follower count (70,249,950 followers, 62,057,981 followers, and 39,482,334 followers, respectively).
The 22 most important Twitter demographics for marketers
Twitter gender demographics
How many Twitter users are women and how many are men? The answer varies by region. Globally, more men use Twitter than women. But in the United States, more women use Twitter than men.
- In the United States, slightly more women than men use Twitter. That’s standard across almost all social networks. But it’s interesting to note that the ratio has shifted since 2015, when more men used Twitter than women.
- However, in Great Britain, 59% of Twitter users are men, while 41% are women.
- Internationally, the trend follows Great Britain. 57% of global Twitter users are men, while 42% are women.
- 52% of women in their twenties in Japan use Twitter, but that number drops sharply to 36% after age 30.
- 53% of male Twitter users use the platform to receive news, compared to 47% of female Twitter users.
Twitter location demographics
Where are Twitter users coming from? Consistent with many of the other major social networks, most reside outside the United States.
- About 80% (262 million) of all monthly active Twitter users live outside the United States.
- 72 million monthly active users live within the United States.
- Most Twitter users in the U.S. live in urban centers, followed by suburban and rural areas.
- The top countries on Twitter outside the U.S. are Japan (50.9 million users), the United Kingdom (18.6 million users), and Saudi Arabia (13.8 million users). In fact, Twitter is Japan’s leading social network (after Line).
- It’s estimated China has 10 million Twitter users even though the network is blocked in the country.
- Users in Africa are five times more likely to use Twitter to voice political views.
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Twitter age demographics
How old are Twitter users? Not very old, it seems. But also not very young. Marketers can bet on finding millennials on the platform, as well as some of the under-50 crowd.
- 40% of U.S. adults who use Twitter are aged between 18 and 29 years. That’s more than any other age group.
- Usage among U.S. adults drops as age increases. Pew research found that 27% of those aged 30-49, 15% of those aged 50-64, and 8% of those aged 65 and above use Twitter (down from 10% in 2016).
- In Great Britain, Twitter users are young. The majority of Twitter users in Great Britain are under 34 years of age.
- 43% of 30-49-year-olds Twitter users use the platform to receive news.
- 32% of U.S. teens use Twitter, but only 3% say it’s the platform they use most often.
Twitter income demographics
How much money do Twitter users make on average? The answer is “more than average,” which is pretty standard for social media users across the board.
- Twitter users have above average incomes. Thirty percent of Americans who earn $75,000 or more use Twitter.
- Twenty-six percent of American Twitter users earn between $50,000 and $74,999. 16 percent earn between $30,000 and $49,999, and 18 percent earn less than $30,000 per year.
Twitter education demographics
Along with higher than average incomes, Twitter users are also highly educated. This makes sense as the two demographics usually go hand-in-hand. But in general, Twitter (along with LinkedIn) is known to be a popular social network among the highly educated.
- 32% are college graduates, while 25% have some college. 18% of Twitter users have a high school education or less.
- Among those who consume news on Twitter, 45% have college degrees.
Twitter ethnicity demographics
- More than a quarter (26%) of U.S. Twitter users identify as black, while 24% identify as white, and 20% identify as Hispanic.
- 59% of white, American Twitter users use the platform to receive news, compared to 39% of non-white users.
Now that you’re familiar with the most important Twitter demographics (and have tattooed them on your heart), you’re ready to start building a successful Twitter marketing strategy.
But demographics are only half of the audience-research equation. Brush up on the Twitter statistics all marketers need to know to find out how people are using the platform, how they respond to ads, and more. You may also want to check out this list of the 100 most important social media demographics, which provides an audience overview of every major social network.
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