24 Twitter Demographics That Matter to Marketers in 2023
An understanding of Twitter demographics is key to connecting with an audience who is ready and waiting to read and engage with your Tweets.
Twitter’s small-but-mighty word count has had a grip on us since the platform first launched in 2006. The microblogging app is not only an effective tool for communication (and memes), but also for business: a single ad on Twitter has the potential to reach 436.4 million people.
But who are those users? Demographics matter. Where do they live? How much money do they make? Are they old enough to rent a car or legally buy fireworks? All important questions to ask when using the platform for social marketing, especially if you’re some kind of pyrotechnic carshare startup. (That’s my idea, no one steal it.)
These statistics reveal everything you need to know about who is using Twitter–and who is not using it. From demographics on age and gender to lovers and haters of the platform, we’ve got you covered.
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Sandwiched between Pinterest (the world’s 14th most-used platform) and Reddit (in spot number 13), Twitter is much lower on the list than Facebook and Instagram—but this is a lineup of giants. It’s kind of like an Olympic swimmer getting 15th place: they’re still one of the best swimmers in the world.
6. 82% of high-volume Twitter users say they use the platform for entertainment.
A 2021 Statista study found that 82% of frequent Tweeters (those who Tweet 20 or more times per month, dubbed “high volume” in this data) use Twitter for entertainment. 78% said they use the micro-blogging platform as a way to stay informed, and 77% said they used it as a way to express their opinions. Not surprisingly, only 29% of low-volume Twitter users (those who tweet less than 20 times per month) said they use Twitter as a way to express their opinions… after all, you can’t really express yourself on the app if you’re not tweeting or retweeting.
That’s true in the United States, anyway. In 2021, 55% of Americans reported that they regularly get news from Twitter. That makes it the most-used social platform for news—Facebook follows at 47%, then it’s Reddit (39%), Youtube (30%) and TikTok (29%).
8. Plus, 57% of people who get news from Twitter say the platform has increased their understanding of current events over the past year.
This is from another American survey. 39% of Twitter news consumers said that they learned more about the lives of celebrities and public figures, 37% said it increased how politically engaged they feel and 31% said it increased their stress levels.
In other words, nearly all of the folks on Twitter have accounts on other social networks too. The largest overlap is with Instagram—87.6% of Twitter users also use Instagram. Social media marketers should keep that in mind when designing campaigns (for example, there’s far less of an overlap between Twitter and Snapchat users, so selecting those two platforms may result in reaching a wider target audience).
In fact, it seems like opinions of Twitter have an inverse relationship to age—younger people tend to have a favourable opinion and older people tend to have an unfavourable opinion. It’s exemplified in the Statista graph below: the light blue (“very favourable”) chunk gets smaller as the age group increases, and the red (“very unfavourable”) chunk gets larger as the age group increases.
13. Since 2014-15, the number of teens who use Twitter has decreased.
According to a PEW Research study, 33% of U.S. teens reported using Twitter in 2014-15, but only 23% of teens reported using the platform in 2021. There was also a decrease in teen interest for Facebook, while Instagram and Snapchat saw an increase (52% to 62% and 41% to 59%, respectively).
14. Twitter has one of the smallest age gaps in users of any popular social platform.
This means that the difference in age between the youngest Twitter users and the oldest Twitter users is smaller (35 years) than other apps—for example, the age gap in Snapchat users is 63 years. While Twitter’s age gap is small, it’s not the smallest (that award goes to Facebook, which has an average age gap of 20 years).
19. Singapore is the country with the highest eligible reach rate for Twitter ads (53.9%).
That means ads and promoted Tweets have the potential to reach just over half of Singaporeans, and it’s the country with the highest eligible reach rate. After Singapore is Japan (52.3%) and then Saudi Arabia (50.4%).
20. The U.S. has the largest advertising audience on Twitter.
Because America is the country with the most Twitter users, it’s also the country with the largest advertising audience. Ads on Twitter have the potential to reach 27.3% of all Americans over the age of 13.
22. 26% of U.S. adults have a “somewhat favourable” opinion of Twitter.
This is according to a 2021 Statista survey. The same data reports that 13% of American adults have a very favourable opinion of Twitter, 15% have a somewhat unfavourable opinion of Twitter, and 18% have a very unfavourable opinion of Twitter. In other words, opinions are mixed—but whether they’re love-scrolling or hate-scrolling, they’re still scrolling.
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